顧客關係管理與行銷策略在休閒運動產業之市場區隔分析

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

陳炳甫(Bin-Fu Chen)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學組/碩士(2010年)

https://doi.org/10.6342/NTU.2010.02764

摘要

伴隨著台灣經濟快速成長，教育水準及所得提高，加上「周休二日」的實施，國民休憩時間增多，人們對於生活品質及身體健康也越加重視，運動休閒產業也就日趨發展。
棒球普遍被認定為台灣的「國球」，從民國五十年代的紅葉少棒，到近年來的王建民風潮，一直都是國人最熱愛的運動項目，也帶動棒壘球打擊場的興盛，最高峰時全省估計有500家左右，但2001年只剩下5家業者。保齡球為最主流的可收費室內運動，曾經全國約有超過600家的保齡球館，但5年前只剩下不到60家業者。本研究嘗試找出兩項曾大受歡迎的運動休閒產業，為何風光不再？
本研究透過問卷調查後之資料進行描述性統計分析、交叉分析、集群分析，找出棒壘球及保齡球這兩種不同休閒場館之主要及潛在客源，探討其是否有著相同的族群，除鞏固原有的消費族群，並了解未知顧客族群對此產業之認知及需求共通性。再針對消費特性進行顧客區隔，對市場作有效之行銷策略及促銷方案，以提升國內運動人數及促進國內休閒風氣，進一步刺激消費及帶動周遭地區經濟發展，盼業者能在激烈的環境下找到立足地位、發展空間，進而永續經營。

關鍵字

顧客關係管理 ； 行銷策略 ； 市場區隔 ； 棒壘球打擊場 ； 保齡球館

並列摘要

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.

並列關鍵字

Customer relationship management ； marketing strategy ； market segmentation ； baseball and softball batting cages ； batting ranges ； bowling centers

參考文獻

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