Taiwan's strategic positioning of the health club industry－A customer perceived value and competitive advantage analysis

• Main Authors: Kuo,Yiping, 郭奕蘋
• Other Authors: Ho,Peichih
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/77949476524364183512

碩士 === 育達商業科技大學 === 企業管理所 === 99 === In recent years, due to social progress, economic development, and medical care progress and popularity, they make the average life of the people in Taiwan increase. It becomes gradually to develop toward the aging society. However the amount of their exercises is low. In such an environment, fitness culture are flourishing and the market demand is prosperous. Because of the high homogeneity of products and services in recent years, The competition of the firms within the industry was not significantly distinguished from their own advantages. How to find the different unique competitive advantage from others becomes more important. The use of strategic planning to differentiate, and to attract and improve the customer experience to the club, is the current issue of the club industry to be facing. This research aims to study the customer perceived value of health club and a competitive advantage strategy. It adopts the analysis of One-way ANOVA and Path Analysis to understand the differences of the consumers’ evaluation with the different demographic and lifestyle variables. Finally, it adopts MDS method to map out their perceptual space maps. The results with the comprehensive analysis will be helpful to the club owners to improve and revise their strategic positioning.