| 健康体适能俱乐部消费者行为研究 |
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| 引用本文： | 冯唯锐.健康体适能俱乐部消费者行为研究[J].体育与科学,2005,26(5):67-71. |
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| 作者姓名： | 冯唯锐 |
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| 作者单位： | 南京信息工程大学,体育部,南京,210044 |
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| 摘 要： | 本文以消费者行为理论中E．K．B消费者行为模式为依据，选定其中的几项指标：参与人群的社会特征、参与的目的、参与的行为特征等方面，并以北京市12所以有氧健身操和器械健美为主体经营健身健美俱乐部的会员为研究对象实施了问卷调查，对他们的消费行为进行分析研究，以进一步掌握这一特定市场消费人群的行为特征和需求，研究俱乐部的会员在不同社会背景下的特征及差异，分析当前市场的现状，并提供给经营者制定行销策略时所需要的资讯，为产业经营者的经营决策提供参考依据。
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| 关 键 词： | 健康体适能俱乐部 消费者行为 |
| 文章编号： | 1004-4590（2005）05-0067-05 |
| 收稿时间： | 2005-06-10 |
| 修稿时间： | 2005年6月10日 |
The Study of Consumer Behavior of Fitness & Health Club |
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| FENG Weirui.The Study of Consumer Behavior of Fitness & Health Club[J].Sports & Science,2005,26(5):67-71. |
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| Authors: | FENG Weirui |
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| Institution: | FENG Weirui~1 |
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| Abstract: | By the market investigation of 12 Health & Fitness club in Beijing,the questionnaire surveyed on 300 members in these clubs had been given.It aimed to clarify the demographic variable, physical activity motivation and features of the participating behavior,so as to provide the club owner with information to distinguish the various market segments and to set down marketing strategies.The result of this research may provide the government with a helpful guidance on establishing legal regulations,and to provide the club industry with a reference on planning and operation.These results may assist clubs to develop their competitive strategy.Finally,I would like to give suggestion to the government,the industry operator and successive research according to the result of this study. |
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| Keywords: | The Fitness & Health Club Consumer Behavior |
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