Market Segmentation Analysis of CRM and Marketing Strategy in the Sport and Leisure Industry

• Main Authors: Bin-Fu Chen, 陳炳甫
• Other Authors: 游張松
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/99419004019698517558

碩士 === 臺灣大學 === 商學組 === 98 === Along with Taiwan economy’s prosperity, the rise of people’s education and income level, and the implementation of "two-day weekend" holiday, Taiwan people’s leisure time has increased. People place increasing emphasis on their quality of life and physical well-being; consequently, development in the sport and leisure industry is gaining ground. Baseball is widely recognized as the Taiwan''s “national sport.” Dating back to 1960’s Hongye little league baseball fever to recent years’ Wang Chien-ming phenomenon, baseball has always been the most favored sport to Taiwanese people. This kind of enthusiasm also led to the rise of baseball and softball batting cage sports centers. At their peak, more than 500 batting cage sports centers were in Taiwan; however, only 5 batting cage sports centers survived until 2001. Furthermore, bowling is a popular indoor sport in Taiwan. There were over 600 bowling centers nationwide; however, about five years ago, only less than 60 bowling centers remained. In this research, through the most comprehensive and representative cases, I attempt to find out why these two popular sports had withered in Taiwan and how could new marketing strategies be developed in the future? By using descriptive statistical analysis, cross-analysis, and cluster analysis, this research identifies potential customer base for these two different sports and leisure centers. In addition, through analyzing the consumer behavior and their characteristics, I try to explore if there is any overlapping customer group between these two different sports’ customer bases, and I also will try to understand the commonality of the unidentified potential customer groups’ awareness in this industry and their demands. This study also focuses on the customer segmentation in the market so as to provide strategies of effective customer relationship management, marketing strategies, and promotions recommendations to further stimulate consumption and promotion of economic development in surrounding areas. In the end, I wish people in this industry, amidst intensive competition, would suitably position themselves to face challenges ahead.