A Case Study on the Promotion Strategies of the International Beauty Club in Taiwan

• Main Authors: Li,Ting I, 李亭儀
• Other Authors: Huang,Wan-Tran
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/36399893656008403857

碩士 === 亞洲大學 === 經營管理研究所 === 94 === Since the economy has developed and the income has increased quickly in our country recent years, people have paid more attention on the leisure day by day, which has urged many business to invest in the fitness industry, especially on improving the good body shape and the cosmetology. The fitness industry has competed extremely, and the case company, that has 49 chain stores, has established successfully for over 20 years until now, and it is the leader of the fitness industry. Since do the things right and to develop quickly has been important for the case company, the management has to plan the right promotion strategies to deal with the competitors. The five key factors this research has to know more about A Case Study on the Promotion Strategies of the International Beauty Club in Taiwan are by “advertising”, “personnel selling”, “sales promotion”, “the public relation”, and “the direct marketing” via Analytical Hierarchy Process ( AHP). The 35 samples have been taken by the management and 29 samples have been used. To understand the effects of the promotion strategies on the members of the club via chi-square, the 500 samples have been taken, 350 samples has taken back, but 280 samples has been used. As the result, the management interviewees have paid more on attention on the “media advertising”, but for the personnel selling strategy, “the conference of the promotion” is focused on. As for the promotion strategy, “gifts and free samples” is the interviewees like the most. As for the public relation, “consultation” is the most important, and “DM” is the most people have paid attention on. The interviewees of the members of the club have thought “the media advertising” is the best advertising strategy; the factor of” the introducing from the relatives and friends” is the best for the conference of the promotion. “Giving the tickets to the consumers to experience the equipments and the service that the case company has” is the best promotion strategy. The best of the public relation strategy is to “report the products”. “The online shopping” is the most important factor on the direct marketing.