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| 研究生： |
林函潔 Lin, Heather |
|---|---|
| 論文名稱： |
大台北地區健身房訂價策略 The pricing strategy of the gyms in Taipei |
| 指導教授： |
吳文傑
Wu, Jack |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2017 |
| 畢業學年度： | 105 |
| 語文別： | 中文 |
| 論文頁數： | 61 |
| 中文關鍵詞： | 健身房 、健身產業 、訂價策略 、商業模式 、消費者行為 |
| 外文關鍵詞： | Gym, Fitness industry, Pricing strategy, Business model, Customer behavior |
| 相關次數： | 點閱：156 下載：22 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
The purpose of the thesis is to discovery the insight behind pricing strategy of the gyms. The research and survey are focusing on the urban area which narrow the range within Taipei and New Taipei citizens. There is a mystery that most gyms in Taipei won’t let the potential customer know the price directly. They prefer the customers come to the venue and close the deal at the same time. How do the customers feel about pricing strategy and various package of the gym? Do the gyms provide the satisfied deal to the customer? Through analyzing the pricing strategy, there might be some consumer insights or opportunities for the industry.
1. Introduction 1
1.1. The Definition of the nouns 1
2. Gym and fitness market analysis in Taiwan 3
2.1. The developing history of gym and fitness in Taiwan 3
2.2. The Scale of gyms in Taiwan and Taipei 6
2.3. The public sports centers in Taipei and New Taipei City 10
2.4. The landmark brands of gyms in Taiwan nowadays 15
3. Pricing Strategy of the gyms 21
3.1. Pricing strategy of the gyms 21
3.2. The factor analysis 23
3.3. The Survey 24
3.4. Conclusion 36
4. The opportunities and challenges of gym industry 40
Reference 47
Appendix: The questionnaires 48
1.TSENG, LI-CHUAN <PE in the universities> , “ How the female customers choose service quality from the development of gym and fitness franchises” (2004)
2 Paul H.Ray, <The Cultural Creatives: How 50 Million People are Changing the World.>(1998)
3.Business Week <The Fitness Factory Spent 7 Years to Become Local Largest Chained Gym> 2015
4. The statics research from the Ministry of Finance
5. P215-212 “ The new threshold of sports and leisure activities: A study of development and future prospects of taipei sports center” <Quarterly of Chinese Physical Education> 2012.6
6. The Rule and Reference for Public Sports Center 2014
7.Can World Gym turn over the fitness culture in Taiwan? <Global Views Monthly > ,Dec.2010. Vol.294.
8.<The overview of Taipei citizen exercising habits> from the Bureau of Sports of Taipei City Government in 2013
9. Nielsen Global Exercise Trends Survey 2014
