The Marketing Strategy of Female Exercise Industry: A Case Study of Curves Female-only Gym in Taiwan

• Main Authors: Wang, Fong-Jia, 王豐家
• Other Authors: Cheng, Chih-Fu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/294k35

碩士 === 國立臺灣師範大學 === 體育學系 === 104 === With the uprising female sport awareness, female customers gradually become a potential market that cannot be ignored in the sport industry. It is crucial to grasp female exercise demands to explore a market of blue ocean strategy. In recent years, the sport industry has been booming in Taiwan. There are many private companies provides sport facilities to the people. For instance, Curves Female-only Gym as a fitness center has reached to the top in the Taiwanese female exercise market, wherein become the benchmark. This research adopted a third party viewpoint to explain the marketing strategy and specific practical marketing strategies for women implemented by Curves Female-only Gym in Taiwan. The research used purposive sampling to select seven executives in the headquarters of Curve Female-only Gym, and conducted interviews to discuss the marketing mix of Curves Female-only Gym. The results showed that (1) Curves Female-only Gym in Taiwan created an atmosphere of the second family and the sense of belonging for the female customers by focusing on female member’s experience and customizing its products concept, exercise programs, proactive care and service; (2) Curves Female-only Gym in Taiwan set a consistent and transparent charging guidelines to obtain customer’s trust and sense of identity; (3) Curves Female-only Gym in Taiwan established SOP and put emphasis on its brand consistency management for its chain stores; and (4) Curves Female-only Gym in Taiwan had seasonal promotion and peripheral products which aimed to attract female sentiments and attentions. As the results, this research suggested that sport organizations should set their marketing strategies focusing on female to increase profits. And future studies are suggested to follow the results of this study and use different methods or multiple viewpoint to discuss more marketing strategies of one gender or various customer groups.