| 英文摘要 |
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. |
