健康俱樂部在不同生命週期之行銷策略探討~從交易成本觀點

• Main Authors: Chen, Chyi Hwa, 陳其華
• Other Authors: Chow, Wayne S.
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/76601332932277466331

碩士 === 國立臺北大學 === 企業管理學系 === 92 === In empirical, the traditional approach with static 4P marketing mix will not be implemented effectively in fitness club industry owing to it can not see the wood for the trees. Therefore, this study is going to focus on different stage of life cycle in fitness club field. The difference will be evaluated and analyzed from the perspective of Transaction Cost Theory and Expert Interview. Also, the application of how to execute marketing strategies in practical usage will be explored from this study. The study has found that all standpoints of expert are split at the length of life cycle in adoption period. However, in comparison with adoption period, much more consensus was reached in growth and maturity. The accurate length of life cycle at different stage are listed below : During the adoption stage, it reaches 1.1 years; growth stage, it reaches 2 years; maturity stage, it reaches 3 and a half years. Meanwhile, the different life cycle stage shows its variety by focusing on Transaction Cost. The study also concludes that the information searching cost has been neglected during the adoption period and the total cost will reduce during the growth period, while in growth period, we suggest it will be very crucial to establish exclusive assets in membership. Finally, the study present a kind of feasible approach to reduce the transaction cost into different life cycle of fitness club industry.