本研究根據ISPA (International SPA Association)2004年產業調查指出,台灣地區以都會型(Day Spa)為主,為亞太Day Spa的重鎮。根據劉玉真(2000),高美燕(2001),柳湘琦(2000)對都會型Spa的定義為:設在城市中的spa,療程通常在數小時內結束,著重在專業級保養品、硬體設備和獨家按摩手法。ISPA將spa分為七種類型:都會型、目的型、渡假型、醫療型、溫泉型、俱樂部型、郵輪型,其中以都會型Spa與都市人的關係最為密切,在短時間內給予忙碌的都市人一個身心放鬆的目的。 本研究以灰關聯分析 (Grey Relational Analysis)為基礎,採問卷調查法,以在spa裡消費的顧客為研究對象,從好感度等因子去探討,研究結果發現一、以「促銷」的關聯度最大,「價格」的關聯度最小,二、spa業者可以對於不同客戶所重視的因子,以制定不同的行銷策略,也就是說年齡在21-50歲之間,目前未婚從事商業所得在三萬至四萬、五萬以上居住在台中地區的女性消費者較重視產品,教育程度在專科以下,所得在三萬以下、四萬至五萬的消費者較重視療程,已婚居住在台北地區者,從事非軍公教、商業、工業、農業以及服務業的其他行業消費者,較重視通路,男性的消費者較重視價格,教育程度在大學從事個人服務業的消費者較重視促銷。
It is according to ISPA (International SPA Association ) that Taiwan becomes to the important place of Asian-Pacific Day Spa. ISPA divides spa into seven kinds: Destination Spa, Resort or Hotel Spa, Day Spa Medical Spa, Mineral Spring Spa, Club Spa and Cruise Ship Spa. The Day Spa is setted up in the city and offers a variety of professionally administered spa services to its clients on a day basis. The study uses Grey Relational Analysis . The conclusions are : 1.It is the biggest with related degree of promotion and the lowest with related degree of price. 2.The spa industry makes different marketing strategies to different customers paying attention to factors. Firstly, the single women are at the age of 21to 50 years old, who lived in Taichung are engaged in the commerce, the incomes are between 30,000 and 40,000 or more than 50,000. They pay attention to the products . Secondly, the education levels of the consumers are under the vocational school and its incomes are below 30,000 or between 40,000 and 50,000.They pay attention to the courses of treatment. Thirdly, the consumers of living in Taipei who got married and engaged in other trade. They pay attention to the place. Fourthly, the male consumers pay attention to the price. Finally, the education levels of the consumers are university and engaged in the personal service. They pay attention to promotion.