國內健身俱樂部常用之定價策略分析

隨著經濟成長及社會變遷，如何活得健康已經成為現代國內民眾關心的議題，因此到健身俱樂部運動已逐漸蔚為風氣，這也使得健身俱樂部在近二十年來持續成長，甚至出現飽和的狀況，而健身產業成長的現象也引起的學術界的注意，不少研究是針對健身俱樂部的管理議題及消費者滿意度進行了解，對於定價策略的領域則相對性較少，因此，本研究的主要目的在於分析台灣都會地區專業健身俱樂部的定價策略。透過電話訪問，蒐集25個健身俱樂部的價格資訊，並採用描述性統計分析這些數據。根據研究結果，專業健身俱樂部所採用的訂價策略可歸納為「差別定價」、「行銷組合定價」、「促銷定價」及「滲透定價」，研究也更進一步發現「身份差別定價」、「混合型聯賣」與「價格點」等是健身俱樂部最常用的定價策略，同時，研究結果顯示學生及家庭是這些健身俱樂部鎖定的消費族群。根據研究結果可做出下列結論，俱樂部為滿足不同族群的需求大都推出複合式的服務，另外，為擬訂合適的訂價策略，俱樂部工作者需要了解更多有關產品／服務對顧客的價值、競爭對手、本身商品成本結構的資訊。

關鍵字

健身俱樂部；行銷；定價策略

並列摘要

Along with the economic development and social change, pursuing for health became an important topic in Taiwan society during past several decades. Thus, the health and fitness club was introduced in late 1970s and was saturated during last decade. Meanwhile, growth of health and fitness club received the attention from academic cycle. Various studies were conducted related to the topic of customer satisfaction and management issues. However. Less effort was devoted to the area of pricing strategy. Therefore, the purpose of this study was to investigate the pricing strategies adopted by health and fitness clubs in Taiwan metropolitan areas. Twenty-five clubs were selected for this research. Pricing information about these clubs was collected from phone interviews. Descriptive statistics were selected to analyze the data. The findings indicated that pricing strategies, used by health and fitness clubs, were categorized as: ”price discrimination,” ”marketing mix pricing,” ”promotional pricing,” ”penetration pricing.” The most common pricing strategies were ”customer-segment pricing,” ”Mix bundling pricing,” ”price points.” The findings revealed that most clubs selected students and family as their target markets. Based upon the findings, it concluded that many clubs provided multiple services to attract various segments. Furthermore, the study suggested more information in relation to customer perception toward the services, competitors and cost structure of product should be collected in order to make a proper pricing decision.