CAJ | 학술논문

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.
본문이소비자행위이론중E.K.B소비자행위모식위의거,선정기중적궤항지표:삼여인군적사회특정、삼여적목적、삼여적행위특정등방면,병이북경시12소이유양건신조화기계건미위주체경영건신건미구악부적회원위연구대상실시료문권조사,대타문적소비행위진행분석연구,이진일보장악저일특정시장소비인군적행위특정화수구,연구구악부적회원재불동사회배경하적특정급차이,분석당전시장적현상,병제공급경영자제정행소책략시소수요적자신,위산업경영자적경영결책제공삼고의거.
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.