女性健身市場行銷策略之探討

Exploring the Marketing Strategy for Female

隨著女性的運動人口日趨增多，對運動的關注度與需求的女性人數亦持續上升。女性是新時代重要的潛在商機，也是運動健身俱樂部市場中新開發的目標消費族群。在快速變遷、競爭激烈的經營環境中得以生存，行銷乃致勝的重要因素之一。過往成功的行銷策略並不永久適用於現今之市場，在現今女性族群運動意識崛起的新世代，將創新行銷思維模式置入女性運動健身市場，乃為開發運動健身俱樂部女性顧客市場之行銷策略的重要趨勢。本文將彙整近年有關女性行銷之文獻，以及臺灣地區中最具代表性之女性運動俱樂部- Curves可爾姿女性環狀運動中心(以下簡稱個案C) 的行銷策略實際作法，進行歸納、整理與呈現，並輔以女性行銷之相關文獻，以提供更完善的國內運動健身市場女性行銷策略之資訊。

As the female sport awareness and demand has continuously rising in recent years, female customers gradually become a potential market that cannot be ignored in the sport industry. Female customers are the new and important target of the potential market in sports and fitness centers. In order to survive in a rapidly changing and highly competitive commercial environment, marketing is the key factor. The successful marketing strategy in the past doesn't mean it could permanently apply in today. Therefore, how to adapt the female marketing concept into women's sports and fitness market, it’s the successful key for sports centre to explore the marketing strategies. As the sport industry has been booming in Taiwan, there are many private companies provides sport facilities to the people. Curves Female-only Gym as the most representative fitness center has reached to the top in the Taiwanese female exercise market, wherein become the benchmark. This paper summarizes the marketing practice of a sport centre, with supporting literature on female marketing, providing comprehensive information for the marketing of fitness business in Taiwan.