國際專業美容瘦身會館促銷策略之個案研究

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

李亭儀(Li,Ting I)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理學系碩士班/碩士(2006年)

摘要

近年來，我國經濟快速發展，國民所得不斷提高，民眾日益重視多元化的休閒生活，促使許多企業界相繼快速地投入健身美容瘦身產業，其中又以美容、塑身之成長最為顯著。產業間競爭逐漸白熱化，個案成立至今相當成功已有二十餘年的經營歷史，49家門市據點可說是此產業之龍頭霸主，為因應競爭激烈的產業環境，如何求得生存，以便擴展事業版圖，故專業美容瘦身會館應加快腳步，擬定更多企業管理之行銷促銷策略方案，以應付競爭者。
本研究透過層級分析法(Analytical Hierarchy Process;AHP)，以「廣告」、「人員銷售」、「銷售促銷」、「公共關係」及「直效行銷」為分析構面，藉此瞭解國際專業美容瘦身會館五階段之關鍵因素重，問卷總計發放35份，回收29份，有效樣本29份。再透過卡方檢定會員問卷，了解會員對促銷策略之影響，問卷總計500份，回收350份，有效樣本280份。
面對諸多挑戰與競爭下，促銷策略更受到國際專業美容會館所重視，本文透過實地訪談研究結果發現:隨著市場機會的變化，尤其是消費趨勢型態日漸改變，受訪管理者對於「媒體廣告」的長度與寬度甚為重視。對於人員銷售策略:「銷售發表會」的長度與寬度甚為重視。對於銷售促銷策略:「贈品、免費試用」最為為重視。對於公共關係策略:「諮詢」最為重視。對於直效行銷策略，「郵遞信函(DM)」最為重視。受訪會員對於廣告策略: 「媒體電視廣告」。銷售發表會:「親朋好友介紹」。銷售促銷策略:「體驗卷」。公共關係策略:「產品報導」。直效行銷:「網路購物」最為重視。

關鍵字

美容瘦身會館 ； 促銷策略 ； 層級分析法

並列摘要

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.

並列關鍵字

beauty club ； promotion strategies ； AHP

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