大台北地區健身房訂價策略 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文政治. 大. 立Master’s Thesis. ‧. ‧ 國. 學 sit. y. Nat. 大台北地區健身房訂價策略 n. al. er. io. The Pricing Strategy of the Gyms in Taipei. Ch. engchi. i n U. v. Student: Heather Lin Advisor: Professor Jack Wu. 中華民國 106 年 7 月 July. 2017.

(2) 大台北地區健身房訂價策略 The Pricing Strategy of the Gyms in Taipei. 研究生：林函潔. Student: Heather Lin. 指導教授：吳文傑. Advisor: Jack Wu. 國立政治大學. 學. ‧ 國. 立. 政治大. ‧. 商學院國際經營管理英語碩士學位學程碩士論文. er. io. sit. y. Nat. A Thesis. n. a to International MBA Program Submitted iv l C n U NationalhChengchi University engchi. in partial fulfilment of the Requirements for the degree of Master in Business Administration. 中華民國 106 年 7 月 July. 2017.

(3) Acknowledgements. “We are extremely fortunate not to know precisely that kind of world we live in.” --From W.Szymborska《we're extremely fortunate》. 政治大. Thanks for my parents always supporting and the credit I failed.. 立. ‧ 國. 學. Thanks for Meko and my friends.. ‧. I have been so lucky to have the chance to explore more possibilities.. n. er. io. sit. y. Nat. al. Ch. engchi. i. i n U. v.

(4) Abstract The Pricing Strategy of the Gyms in Taipei By Heather Lin. 治政大 narrow the range within Taipei The research and survey are focusing on the urban area which 立 and New Taipei citizens. There is a mystery that most gyms in Taipei won’t let the potential The purpose of the thesis is to discovery the insight behind pricing strategy of the gyms.. ‧ 國. 學. customer know the price directly. They prefer the customers come to the venue and close the. of the gym?. ‧. deal at the same time. How do the customers feel about pricing strategy and various package Do the gyms provide the satisfied deal to the customer? Through analyzing the. y. Nat. n. al. er. io. sit. pricing strategy, there might be some consumer insights or opportunities for the industry.. Ch. engchi. i n U. v. Keywords: gym, fitness industry, pricing strategy, business model, customer behavior. ii.

(5) TABLE OF CONTENTS. 1. Introduction .......................................................................................................................... 1 1.1. The Definition of the nouns ............................................................................................. 1 2. Gym and fitness market analysis in Taiwan....................................................................... 3 2.1. The developing history of gym and fitness in Taiwan ...................................................... 3 2.2. The Scale of gyms in Taiwan and Taipei.......................................................................... 6. 政治大 2.4. The landmark brands of gyms in Taiwan nowadays ...................................................... 15 立. 2.3. The public sports centers in Taipei and New Taipei City .............................................. 10. ‧ 國. 學. 3. Pricing Strategy of the gyms .............................................................................................. 21 3.1. Pricing strategy of the gyms .......................................................................................... 21. ‧. 3.2. The factor analysis ........................................................................................................ 23. sit. y. Nat. 3.3. The Survey ..................................................................................................................... 24. io. n. al. er. 3.4. Conclusion ..................................................................................................................... 36. i n U. v. 4. The opportunities and challenges of gym industry.......................................................... 40. Ch. engchi. Reference ................................................................................................................................. 47 Appendix: The questionnaires ............................................................................................... 48. iii.

(6) List of Figures and Tables Figure 1: The numbers of gyms/clubs/health clubs from 2011 to 2015 in Taiwan. Figure 2: The revenue of the gyms/clubs/health clubs in Taiwan earned from 2011 to 2015…………………………………………………………………………………………12 Figure 3: The numbers of gyms/clubs/health clubs from 2013 to 2015 in New Taipei City, Taipei, Taoyuan, Taichung, Tainan, Kaohsiung………………………………………...13. 政治大. Figure 4: The revenue of gyms/clubs/health clubs in New Taipei City, Taipei, Taoyuan,. 立. Taichung, Tainan, Kaohsiung and the others cities earned from 2013 to 2015 (Unit:. ‧ 國. 學. $NTD) ..................................................................................................................................14 Figure 5: 12 Taipei Sports Centers official opening timetable …………………...……….15. ‧. Figure 6: The fees between Taipei Sports Centers………………………………..……….16. Nat. n. al. er. io. sit. y. Figure 7-24: The outcomes of the survey…………………………………………………29. i n U. v. Table1: The developing history 1970-2000 of gym and fitness in Taiwan. Ch. engchi. Table4 :The elements of pricing strategy………………………………………………….25 Table 5: Four pricing strategies' pros and cons…………………………………………...42. iv.

(7) 1. Introduction. The purpose of the thesis is to discovery the insight behind pricing strategy of the gyms. The research and survey are focusing on the urban areas which narrow the range within Taipei and New Taipei citizens. There is a mystery that most gyms in Taipei won’t let the potential customer know the price directly. They prefer the customers come to the venue and close the. 政治大. deal at the same time. How do the customers feel about pricing strategy and various package of the gym?. 立. Do the gyms provide the satisfied deal to the customer? Through analyzing the. ‧. ‧ 國. 學. pricing strategies , there might be some possibilities or new opportunities for the industry.. Nat. n. al. er. io. sit. y. 1.1. The Definition of the nouns. a. The fitness industry. Ch. engchi. i n U. v. The fitness industry broadly includes any entity or business that focuses on exercise, health, and overall maintenance of the body. So it broadly includes gyms and fitness centers, personal trainers, fitness equipment, healthy food, supplement and clothing etc. The main goal of the fitness industry is to provide services and products that promote health and wellness while drawing a profit from people's participation within the industry. In this thesis, a narrow range of businesses, entities, and companies fall into the category of the fitness industry since the. 1.

(8) different methods by which people train for fitness has expanded over the courses in the specific venue.. b. The gym. Here we are concerned the gym with the fitness side -- the businesses that primarily provide the space and offering equipment, and training service in exchange for a membership fee. The. 政治大 gym in this thesis is defined to include both public fitness centers and exclusive exercising 立. ‧ 國. 學. studio in community.. ‧. c. Pricing strategy. y. Nat. al. er. io. sit. Pricing is an important strategic issue because it is related to product or service positioning.. n. Furthermore, pricing affects the marketing mix elements and brand image. Applying the. Ch. engchi. i n U. v. theory of managerial economics, the pricing strategies of the gyms in the market can be roughly classified as uniform pricing, two-part pricing, block pricing and bundling in 3.1 of this thesis.. 2.

(9) 2. Gym and fitness market analysis in Taiwan. In the section, there are the outline of gym and fitness industry development history in Taiwan in recent decades.. 2.1. The developing history of gym and fitness in Taiwan. 政治大 The early time in Taiwan, women loved to go to aerobics to keep fit as the trend. The 立. ‧ 國. 學. lifestyle is changing from time to time and foreign exercising concept introduced during 1990.. ‧. It was a blooming and expansion era. The female is majority the in gym and fitness market. sit. y. Nat. and after 1990, the male became the potential customer too and the market scale became large.. n. al. er. io. The economic was prosperous and all the investors were optimistic towards the bull market.. Ch. i n U. v. The people turned attentions not only satisfaction in material but also the inner beauty and. engchi. their body. The gym and fitness industry expanded the operations in SPA, beauty service, health care and food.. 3.

(10) Table1: The developing history 1970-2000 of gym and fitness in Taiwan1 Style. Dancing club. Aerobics. Aerobics. Franchising gyms/clubs system in large scale. Time. 1976-1979. 1980-1989. 1990-1992. 1993~. Life cycle of the. Intro. Growth2 (Foreign management. Matured. Reborn. industry. Gymnastics ,A erobics and. Aerobics , yoga, fitness with equipment. classes. dance classes. and machine. Aiming on children but also the women as the target customers. 1. The dancing teacher own her/his studio 2. Targeting on women 3. Children. 1. Franchise system and concept were developed in Taiwan 2. The gyms provide the exercising equipment, SPA,. dancing classes and exercise accessories are second income source. beauty care service 3. Selling the exercise accessories. Extending and differentiation the dancing style as the classes. 1.Emphasis on fitness profession and health 2. Aiming not only the female but also. y. sit. io. n Attribute Focus on the s of the dance and service posing classes.. Ch. 1.Diversification management. Proving the fitness classes, equipment and service. 2. The beauty ,health. ‧. Nat. al. er. 立. 學. Business model/In come resource. 治政 Aerobics 大. Gymnastics and dances. ‧ 國. Main service. launched). engchi. i n U. v. care service and exercising accessories were included. 1. Refine in the exercising equipment and venue, and even own café and restaurants.. Source: TSENG, LI-CHUAN <PE in the universities> , “ How the female customers choose service quality from the development of gym and fitness franchises” (2004) 1. 2. *Note: In 1980, the Sheraton Grand Hotel was first introduced the Clark Health Club system with the exercising equipment, aerobics training and management from U.S.A.. 4.

(11) the male 3.There are blooming the various aerobics and dancing classes 4. The service expended to the beauty and health care. Example brands. KUO, MEI-CHOU. YMCA、Clark Yazi(雅姿)、Jiazi(佳 Alexander(亞力山 health club(克姿)、Sunfish(桑富大)、Jiazi(佳姿)、拉克)、Yazi(雅士) California Fitness(加. (郭美洲). 政治大. 立. 州)、Gold’s gym(金牌). North. 學. North,especially centered in urban area. The flagship store is centered in the north but the branches in the center and south. Nat. er. io. sit. y. ‧. ‧ 國. 姿)、Jiazi(佳姿) Developi Center and ng the the south location of Taiwan. 2. Aiming on the family 3. The variation of classes and service are the differentiation of the market such as personal coach or health consult. 4.. With the trend of LOHAS3 (as known as the abbreviation of “Lifestyles of health and. n. al. Ch. engchi. i n U. v. sustainability”),in 2000 in Taiwan, more people crushed on go cycling on the bike all around the island. In recent year, exercising is not only physical purpose but also the life attitude and goal you represent. The gym and fitness industry upgrade and transfer as an social occasion and the community.. More and more people attend marathon and iron game to prove. themselves.. 3. Paul H.Ray, <The Cultural Creatives: How 50 Million People are Changing the World.>(1998). 5.

(12) In 2007 Alexander Health Club went bankrupt and closed down, many lifetime or long-term contract members’ rights damaged and confidence crisis among the industry. All the large scale of clubs went back their financial plan and slowed the expansion. The customers were seeking for more responsible owner and flexible payment package. Factory. 4. The Fitness. 治政 , which established its first flag shop in Kaohsiung 大 , adopted “monthly payment 立. package” to recruit 3,600 members in opening time.. ‧ 國. 學. At that time, more and more. freelancer coach and independent studio labels arose in urban area. With the trend of. ‧. technology and community, the gym and fitness industry need to find its own niche and go. sit. y. Nat. io. n. al. er. demassification by exercising items nowadays.. Ch. engchi. i n U. v. 2.2. The Scale of gyms in Taiwan and Taipei From the statics of the Ministry of Finance, there is an increase in numbers of gyms/clubs/health clubs from 2011 to 2015 in Taiwan in figure1, which the growth rate is 72% from 2011 to 2015.. 6.

(13) 立. 政治大. ‧ 國. 學. Figure 1: The numbers of gyms/clubs/health clubs from 2011 to 2015 in Taiwan. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. 7. i n U. v.

(14) Figure 2: The revenue of the gyms/clubs/health clubs in Taiwan earned from 2011 to 2015 (Unit: million$NTD)5. It obviously reflected the increasing trends in the revenue in figure 2 during 2011 to 2015 which the growth rate of revenue is 142.3%. There are the potential and optimistic opportunity in this market.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 3: The numbers of gyms/clubs/health clubs from 2013 to 2015 in New Taipei City, Taipei, Taoyuan, Taichung, Tainan, Kaohsiung 5. Source: The statics research from the Ministry of Finance. 8.

(15) 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. io. n. al. er. Figure 4: The revenue of gyms/clubs/health clubs in New Taipei City, Taipei, Taoyuan,. i n U. v. Taichung, Tainan, Kaohsiung and the others cities earned from 2013 to 2015 (Unit: $NTD) 6. Ch. engchi. There are obviously some differences between capital and other cities. The statics shows the major competition in scale and revenue are centered in north cities, especially in Taipei city in recent years. Focus on the revenue of gyms, there are most people who is willing to paying for. 6. Source: The statics research from the Ministry of Finance. 9.

(16) going to exercise in gym in Taipei City. The reason might be the population of Taipei city. Some people, who work in Taipei city but stay in other cities , may go to a gym near the workplace or the halfway to home for convenience rather than go to a gym near residence place.. 政治大. There is one more emphasis that the 2015 (yellow bar) has obvious growth than 2014(green. 立. bar) in every cities of the charts due to “Be health and go the exercise” concept come to the. ‧ 國. 學. mainstream in urban area. There are more and more people have exercising habits of jogging. ‧. and cycling in Taipei. In summary, the thesis will focus on exploring more insights of Taipei. Nat. n. al. er. io. sit. y. and New Taipei City citizens.. i n U. C. v. 2.3. The public sports centershineTaipei h i New Taipei City n g c and. Aim to the trend of “Healthy City” and accord with the demands of citizens for public ports and leisure spaces, Taipei City Government has established sports center in every 12 administration districts since 2003 to 2010. The government has operated and transfered (OT) the sports centers to the companies or organizations. During 2013 to recent year, the new Taipei city government speeded up to construct sports centers, too.. 10.

(17) 立. 政治大. Figure5. 12 Taipei Sports Centers official opening timetable7. ‧. ‧ 國. 學. There were competitions and different packages within those sports centers in early times so. y. Nat. er. io. sit. there were different payment packages among between existing centers. However, in 2014 the Sports Administration of Ministry of Education has announced the Rule and Reference for. n. al. Ch. engchi. i n U. v. Sports Center which tried allocated resources and integrated polices of sports centers in districts.. 7. Source:P215-212 “ The new threshold of sports and leisure activities: A study of. development and future prospects of taipei sports center” <Quarterly of Chinese Physical Education> 2012.6. 11.

(18) 立. 政治大. ‧. ‧ 國. 學. Figure 6 The fees between Taipei Sports Centers.. 8. er. io. sit. y. Nat. Now you go the public sport centers, they have consistent payment policy. For Taipei citizens,. n. al. Ch. engchi. i n U. v. the public sport centers are one of bargain in price, convenience and choice variety which are the private gym competitors.. 8. Source: The Rule and Reference for Public Sports Center 2014. 12.

(19) Table2:The public sport centers in Taipei and new Taipei city Taipei Sports. Established. Centers in districts. time. Zhongshan(中山). 2003.3. Nan-Gang(南港). 2006.12. 立. . https://testcssc.cyc.org.tw/. https://ngsc.cyc.org.tw. equipment: $50/hour. 政治大 . ‧ 國. 2010.4. $1500 for month fee if https://xysc.cyc.org.tw you go 30 days within one month https://dasc.cyc.org.tw. ‧. 2010.8. https://wssc.cyc.org.tw. y. sit. 2007.5. n. al. http://whsc.com.tw. er. io Song Shan(松山). Swimming pool:$110/pass Fitness center with. Nat. Wan-Hua(萬華). Website. 學. Wen-Shan(文山). . 2009.5. Xin-Yi(信義) Da-An(大安). Payment. 2009.11. Ch. engchi U. v ni. http://sssc.com.tw. Beitou(北投). 2004.7. Jhong Jheng(中正). 2006.10. http://www.tpejjsports.com.tw. Shilin(士林). 2008.2. http://www.slsc-taipei.org/. DaTong(大同). 2009.12. http://taipeidt.com. Neihu(內湖). 2008.8. http://www.nhsports.com.tw. http://www.btsport.org.tw. Updated until 2017.6. 13.

(20) New Taipei Sports. Established. Centers in districts. time. Sanchong(三重). 2014.10. Lujhou(蘆洲). 2014.8. Tucheng(土城). 2014.10. SinWuTai(新五泰). 2015.8. Danshuei(淡水). 2014.9. http://www.xwtsc.com/ http://www.tssc.tw/. ‧ 國. go 30 days within one month. 2016.10. xzcsc.cyc.org.tw/ www.xzsports.com.tw/. 2013.1. y. http://www.zhsports.com.tw. er. sit. 2014.11. al. zcsc.cyc.org.tw/. 治 $1500 for month fee if you 政大. 立. io. 2016.11. n. Yonghe(永和). www.scsports.com.tw/. tccsc.cyc.org.tw/. Nat. Jhonghe(中和). . Swimming pool:$110/pass Fitness center with equipment: $50/hour. ‧. Sinjhuang(新莊). . Website. 學. Sijhih(汐止). Payment. Ch. Banciao(板橋). 2015.4. Shulin(樹林). 2016.7. SunYin(三鶯). (TBC )2018.9. Linkou(林口). (TBC). engchi U. v ni. yhcsc.cyc.org.tw/ ttp://www.bqsports.com.tw/ ntcslsports.com.tw/. 2018.12 Updated until 2017.6. 14.

(21) 2.4. The landmark brands of gyms in Taiwan nowadays. Knowing the developing history and existing brands’ payment package is helpful to depict. 政治大. the market overview and know deep insights from the different customers, especially for the. 立. brands of gym in Taiwan as the case to study further.. Take the four landmark. 學. ‧ 國. new brand, which entrepreneur or franchised in Taiwan market.. ‧. al. (世界健身). n. (健身工廠). Ch. sit. World Gym. True Fitness. er. Fitness Factory. io. Brand. y. Nat. Table3 : The information of four landmark brands of gym in Taiwan. v ni. (全真健身). e港商世界建身 n g c h i U 全真概念健康. BEING SPORTS (統一健身俱樂部). Full name in Mandarin. 柏文健康事業. 統一佳佳. Origin of Company. Local (Taiwan). Hong Kong. Singapore. Local (Taiwan). 2005.10. 2006.6. 2005.8. 2005.4. The first listed gym. 2010 launched. 事業. Logo. Established time Notes. 15. In 2008 President.

(22) company at over-the-counter market in 2014 in. and merged California Fitness 6 branches in Taiwan. The code： Taiwan 8462. Chain Store Corporation 100% shifted in investment. Paid-up Capital ($NTD). $3billion. $1.112billion. $18million. $15million. Service items. Fitness, yoga and. Fitness. Fitness and yoga Fitness. bowling 46 Spread. Processing fee. $1000. Monthly payment. $1288~$1688(vary by every studio and at least 1 year contract). io. n. al. Ch. Tainan and Kaohsiung. 0~$1000 (it depends). --. $1000. --. 1.$1288~$1688 (vary by every studio and sale man) 2.multi-studio pass$1788. 1.$1988 (at least 1.$1488(1 year 1 year contract) contract). engchi. $600. y. $2500. Nat. Membership fee. ‧. ‧ 國. Payment package. Taichung and Taoyuan.. 5 Only in Taipei,. 學. expand to the center and north.. --. sit. Taiwan. 11 治 First open base was 政大Only in the established in in Kaohsiung north. In Taipei, 立and Taiwan 27. er. Operation branches in. iv n U 2.$2200 元(with. 2.$1388(2 year contract). personal coach fee and at least 1 3.multi-studio pass year contract) more charge $950. 3.at least 2 year contract (updated until 2017.1). From the table, four landmark brands of gym existing now are briefly listed. Every brand takes their own advantages to dig deeply in their own niche market. They were aiming at the 16.

(23) urban area in beginning. Fitness Factory , which has equipment business and capital first, turns to invest in fitness industry from the south cities to the north. World Gym is foreigner franchising system, which emerged California Fitness, first landed in Taichung and opened 18 branches in Taiwan in opening year.. 立. 政治大. “ We choose the location where population can be 150,000 people within 15 minutes. ‧ 國. 學. transportation distance. We invested 55-60 million in every gym. The fixed cost will be 2/3 of. ‧. asset.”. er. io. sit. y. Nat. al. n. “Basing in Koahsiung,we are aiming on expanding to north and middle cities of Taiwan. Ch. engchi. i n U. v. recent years. The principle of expansion is every branch will return the investment in averagely 3-5 years. “. Quote from the <Business Week> interview of Fitness Factory CEO9, Chen Shen-I in 2015. The Fitness Factory base in South and they first launched large scale gym in Chiayi, Miaoli and Pingtung. The local gyms accumulate the members at first time and the rent is less 9. Business Week <The Fitness Factory Spent 7 Years to Become Local Largest Chained Gym> 2015. 17.

(24) expensive. So the fitness factory had the economy scale as the base. In expansion stage, the branch can shorten the time of return the investment from 5 year to 3 year.. “Averagely, a middle or large scale gym fixed cost around $4 million NTD per month. If the. 政治大. gym is aiming 20 to 40 year-old white collar people as the target members. Every member. 立. charge $1000 NTD as the payment package per month. Every branch goal is to recruit 4000. ‧ 國. 學. member to breakeven. In this case, many cities in Taiwan are potential.”. ‧. io. sit. y. Nat. Quote from the <Global Views Monthly> interview of World Gym CEO10, John Edward. er. Caraccio during World gym first launched in Taiwan in 2010 and merged California Fitness 6. al. n. v i n branches. It was shown that howC evaluated gym andUfitness industry in Taiwan before he h e nthe gchi invested. As a result, the pricing strategy of the gym is highly involved with member numbers and turnover of capital.. 2.3.1 Payment package. 10. Can World Gym turn over the fitness culture in Taiwan? <Global Views Monthly > ,Dec.2010. Vol.294 18.

(25) According to the research of existing brands, most of gyms pack and sell their payment in “year-contract” to the customers in general. But most customers calculate margin cost in “ month “ as the unit , “how much I have to cost every month?” In other words, the sale people always want to deal with you 2 year or more year contract. Only you buy 24 months, then you can have the best discount per month.. 政治大. It’s an absurd phenomenon that very few gyms have simple and clear payment package. 立. announcement on their homepage or in front of door in Taiwan. The most complicated situation. ‧ 國. 學. always happens in there are too many packages with many conditions to choose. In some. ‧. particular circumstance, the sale people are authorized to bid the payment randomly for closing. y. Nat. er. io. sit. the deals. The customers don’t fully understand their rights and obligation over the contract and payment. Therefore, there are many customer disputes and complaints in lawsuit process.. n. al. Ch. engchi. i n U. v. 2.3.2 Extra Payment type. A.Membership Fee and processing Fee. Membership fee is to ensure the member’s royalty to the brand. It’s common for charging the fixed fee such as admission, annual fee or membership fee. The payment could either be the. 19.

(26) entrance barrier or the switch cost to solid the relationship between the clients and the gym. Of course, the gym always claims more member-only benefits or service to secure. Due to more and more requests asked from the customers, some gym will ask the “processing fee” for revising the contracts. The gyms want to set the barrier of revising and interruption of the contracts by all means.. 立. B. All-pass fee. 政治大. ‧ 國. 學. Pay the extra ratio fee and you can go more than one shop (in franchising system ex. World. ‧. Gym and Being Sports in table 2) They have intensive branches in urban area and aiming the. y. Nat. n. al. er. io. sit. business people or white-collars who may work and stay in different places frequently.. C. Life-time membership. Ch. engchi. i n U. v. Pay high annual fee and all you can go as the VIP/ Long-time member. There were many disputes and customer complaints arising while the gyms were merged or closed. Especially after Alexander Health Club in Taiwan went bankrupt and sudden closed down in 2007, the customer failed the confidence in this kind of payment package.. 20.

(27) 3. Pricing Strategy of the gyms. 3.1. Pricing strategy of the gyms. The pricing strategy ideally draws maximum customers that yield the most profit. The most. 政治大. profitable pricing strategy is aiming at direct market segmentation. Applying the theory of. 立. 學 ‧. Two part pricing. Nat. y. Uniform pricing. io. al. v. Bundling / Package. n. Block pricing. Ch. sit. Pricing Strategy. er. ‧ 國. managerial economics, the pricing strategy of the gyms can be classified below.. engchi. i n U. Table 4:The elements of pricing strategy. 3.1.1 Uniform pricing Uniform pricing determine price equal marginal cost times a decreasing function of own price elasticity of demand. One class or pass fee is shown directly on the commercials. The customer easily calculated what price and value per class or hour.. 21.

(28) 3.1.2 Block pricing Set a blocked price and you will get a certain lifetime membership fee and full time pass which all you can go within the certain time. Block Pricing captures consumer surplus by packaging service into a block, and charging an average price per unit equal to the average willingness to pay.. 政治大. 立. 3.1.3 Two-part pricing. ‧ 國. 學. Two-part pricing works like perfect price discrimination but consumer surplus is captured by. ‧. n. er. io. al. sit. Nat. charge in different level of classified membership or seniority.. y. charging a pass fee within one studio and charging more than one studio. Some brands will. Ch. 3.1.4 Bundling. engchi. i n U. v. Bundling captures consumer surplus like block pricing, but the bundle contains different types of goods or service. In following questionnaires, they are defined in four types advanced and upgrade services or to bundle,. A. More professional coach or advanced workshop B. More professional training equipment and environment.. 22.

(29) C. Small group (below 10 people) class D. One-to-one personal coach class.. 3.2. The factor analysis. In operation level, the capital investment of a gym will take large potation of expense such. 政治大. as the rent and the equipment investment during the start-up or expansion stage. Location does. 立. ‧ 國. 學. matter. Location matters the rent level and potential people flow. The operating teams need to estimate the return rate of the investment in advance.. Most gyms in Taiwan make annual. ‧. contract and charge the members in pre-paid way as the main cash flow source. It will ensure. sit. y. Nat. io. n. al. er. the good performance on sale in first few years but the risk will arise when the gym fail to maintain the same level of the renewals.. Ch. engchi. i n U. v. In law level, until 2007 the Alexandria Club suddenly went bankrupted and shutdown, the Government formulated the standard contract. At least 50% non-monthly pre-paid payment(income) of the gyms must be deposited in spectacular bank account according the Trust Law. It began to be more secure for consumers.. 23.

(30) Furthermore, what will determine the most effective pricing strategy for the gyms? The optimal pricing strategy will depend on the type of gym and its potential customers. For example, if you are considered to having a premium brand – cutting price could be perceived as disastrous as you lose brand image, and fail to increase sales. For the services, it might be better to maintain premium pricing and optional pricing. For the brands, with firms looking to. 政治大. increase market share and gain more market dominance, it is more important to offer. 立. competitive prices, through strategies such as penetration pricing and even loss leaders.. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat 3.3. The Survey. Ch. engchi. i n U. v. The purpose of the questionnaire is aim to know the preference of potential and existing gym customers and what factors will determine the most effective pricing strategy for them. Total online responses are 209. In the end, the valid questionnaires are 184 due to the target interviewees need to be the citizens from Taipei and New Taipei City on 1st question and have willingness to choose a paid gym, which need to be answered on no12. There is the basic analysis of the valid 184 questionnaires. Some significant basic information in first part.. 24.

(31) 政治大 Figure 7: The limitation in Taipei and New Taipei City Citizens 立 ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. Figure 8: Gender proportion. 25. i n U. v.

(32) Figure 9: Age distribution. 立. 政治大. ‧ 國. 學. 125 females (67.9%) and 59 males (32.1%) responds in the survey. The mainly age falls in 31-40 year-old is 101 (54.9%) , 20-30 year-old is 62 (33.7%) and 41-50 year-old is 62(33.7%).. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 10: Occupation Distribution The interviewees occupation distributes on information technology related (22.3%),Service (17.4%), Sports related (14.1%), Others (10.9%) , media related (10.3%) , Freelancer (9.8%) ,. 26.

(33) government employee (4.9%) , finance related (6%) ,medical related (3.3%) and students. (1.1%). 學. ‧ 國. 立. 政治大. Figure 11: The exercising frequency of the interviewees. ‧. Most interviewees exercise once per two week (24.5%), 20.1% interviewees exercise 2 times. y. Nat. er. io. sit. a week, 14.7% exercise once a month ,13.6% exercise once a week ,12% exercise 3-4 times a week, 3.8% exercise 4-5times a week and 10.9% exercise almost every day.. n. al. Ch. engchi. i n U. v. Figure 12: What is your main motive to think about going to a paid gym?. 27.

(34) The main motive for a pad gym is to be more fit or gain the muscles (59.2%), 21.7% interviewees are for the health and 12.5% want to develop the exercising habit.. 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. Figure 13: How much are you willing to pay on exercising every month?. n. al. er. io. 47 people (25.5%) are willing to pay $1501-2000NTD , 43 people (23.4%) are willing to pay. Ch. i n U. v. $1001-1500NTD and 36 people (19.6%) are willing to pay $501-$1000 NTD every month.. engchi. 28.

(35) 學. ‧ 國. 立. 政治大. Figure 14: Price in the priority of choices. ‧. The following figures shows the majority of interviewees take exercising as an important. y. Nat. er. io. sit. part of daily life. 109 people (52.2%) take the paid gym into consideration for being more fit or gaining the muscles. 40 people (21.7%)are for the health. 23 people (12.5%) want to develop. n. al. exercising habits.. Ch. engchi. Figure 15: Information source. 29. i n U. v.

(36) 49.2% interviewees search the gym information on internet or social media and 29.5% hear from friends or peer group. Only 16.4% directly go to the gym to ask.. 立. 政治大. ‧ 國. 學. Figure 16: The main criteria of choosing a paid gym. The main criteria of choosing a paid gym are location or traffic convenience (62%), The. ‧. y. sit. n. al. er. Only 3.3% people view “the price” as the main criteria of choices.. io. coaches.(13.6%). Nat. quality of the equipment and the environment (14.7%) and the quality of the class and the. Ch. engchi. i n U. v. Figure 17: What are the exercising items in a paid gym offer you might have interested in?. 30.

(37) 45 people (24.5%) people are interesting in professional weight training equipment. 114 people (62%) are interested the group classes, which there is the coach instruct the members such as, Yoga, dance, boxing, TRX, fitness training. 17 people (9.2%) are interested in one on one personal coach class.. The other items are filled in swimming, group sports and Barre.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. i n U. v. Figure 18: The filter between existing and potential customers. engchi. The second and third parts are separately designed the scenarios for the “existing” and “potential” customer answers which are determined by the 12th question. 94 valid interviewees (51 %)answers “Yes, I go to a paid gym now” (existing gym members) and 90 valid interviewees (49%) “No, but I am considering to choose.(potential customers)” who both show the willingness to choose a paid gym.. 31.

(38) Different payment package distributes in existing group. Among 5 of 22.4 %, who checked other, fill in “ pay the monthly fixed fee and go anytime with the month.”. 立. 政治大. ‧ 國. 學. Figure 19: The distribution of gym payment from existing group About the satisfaction of the existing customers toward gym payment ,60.4% are satisfied. ‧. sit. y. Nat. with the payment package which mainly fall in “pay the member fee and charge by actual use. n. al. er. io. hours or classes.” and pay the year or monthly fee then go anytime within the duration.. Ch. engchi. i n U. v. Figure 20: The satisfaction of the existing group toward gym payment. In potential customers, the majority (54.5 %) are seeking pay by actual use by hour or classes.. 32.

(39) Figure 21: The potential customer preferred payment. 立. 政治大. ‧. ‧ 國. 學. Go to the gym directly (16.4%) Internet or social media ( 29.2%) Friend recommends (29.5%) Free trial or experience DM or magazine. y. Nat. n. er. io. al. sit. Figure 22: How to search the gym information. Ch. engchi. i n U. v. In following part, there is the comparison analysis between 2 group interviewees: existing and potential customers.. 33.

(40) 立. 政治大. ‧ 國. 學. Figure 23: The most attractive benefits from existing 94 and potential 90. ‧. sit. y. Nat. In comparison, most of both groups show the similarity on top 3 benefit preference. 49.2% of. n. al. er. io. existing customers and 44.3% of potential customers seek for no membership contract. Ch. i n U. v. limitation on their dealings. 22% of existing customers and 32.8% of potential customers hope. engchi. the direct benefit which is member fee free or 10% off. 8.5% of existing customers and 8.2 % of potential customers are seeking the quantity benefit. The Figure 16 shows the phenomenon that the customers, no matter existing or potential, are seeking simple payment and direct benefits on gym package. They don’t want to bundle by the year contract with tons of limitations.. 34.

(41) 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. Figure 24: Which bundling package you are willing to pay more?. n. al. er. io. For existing group, who already went to the gym, 31.4% of them are not willing to pay more.. i n U. v. “Advanced workshop or coach”(23.5%) and “one-on-one coach”(21.5%) are the potential items for them.. Ch. engchi. For potential group, who just search but not go to the gym yet, are willing to pay more for small group class. (30.3%) and “advanced workshop or coach. “(23%) Still, there are 23% seeking the reasonable price and not willing pay more.. 35.

(42) Above all, there are some significant phenomenon and connection behind the data.. 1.High frequency of exercising (more than 3 times a week) people not necessarily go to a paid gym and pay more but they might be willing to choosing bundle package of one-on-one coach. 政治大. class which are more customized their own needs.. 立. ‧ 國. 學. 2. The customers, who are willing to pay more than market average (more than $3000 NTD) ,. ‧. seek for the advance class and one-on-one personal coach.. er. io. sit. y. Nat. 3. For those whose exercising purpose is mainly to get fit and more muscle(which is 60% of. n. al. Ch. engchi. i n U. v. all), 30% of them are willing to pay $1501-$2000 and only 6.6% are willing to pay over $3000. For most of Taipei citizens, there is a pricing ceiling which is $3000 for exercising they don’t want to pay more per month.. 3.4. Conclusion. To sum up the above findings, here are some conclusions for the paid gym.. 36.

(43) 1. The customers have the different payment standard expectations toward types of gym. The majority (38.2%)of choosing professional weight training equipment are willing to pay $501-$1000. The majority (32.5%) of choosing the group classes are willing to pay $1501-$2000. The majority (29.4%) of choosing one-on-one personal coach are willing to pay $1001-$1500.. 政治大. You can see 30% people get used to going the group classes than. 立. one-on-one coach and willing to pay more.. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 2. Clear and direct payment package is more easily accepted by the urban citizens. Uniform pricing is more acceptable for new customers. And for both existing and potential customers are tend to have more flexibility in membership.. 3. If the paid gym takes bundling strategy for further charge, for the existing customers. 37.

(44) “the advanced workshop and coach” are preferred. For the potential customers, “small group class” is preferred.. In the end, how the brands establish its image by payment and service is really key issue on this competitive battle. Uniform pricing on each class or pass seems to be easily acceptable. 政治大. for customers when recruiting the new members and providing the benefits. Some brands try. 立. to establish premium or niche image will use two-part pricing or block pricing to secure the. ‧ 國. 學. customer royalty. The gyms will use bundling pricing when the brands diversify their. ‧. service and want to use penetration strategy on their existing customers.. n. er. io. sit. y. Nat. al. i n U. v. To sum up the findings from the survey and observation, four pricing strategies have its own pros and cons as below,. Ch. engchi. 38.

(45) Pricing. Uniform. Two part. Block. Bundling. Pros. Easily acceptable and evaluate for customers.. Classify the different customers demands and capture the marginal revenue. Secure the loyalty with members at one fixed payment.. Charge more for the advanced services or upgrade equipment.. Cons. It cannot inspire the customers to buy in a large quantity of classes or package. It result in economically inefficiency quantity of sales.. Less flexibility and members need to pay by the classification the gym made.. The brand need to have the strong attraction to let the customer to pay, or there will be a lot of customer refund complaints.. The bundling rules should be direct and simple to bundle or there will be lots of confusion and complaints.. Mid-and large scale. y. Table5. Four pricing strategies’ pros and cons. Boutique studios. The gyms want to. n. al. gyms or the gyms in expansion scale want to secure membership.. Ch. engchi. 39. sit. io. application free-lancer instructor oriented exercising groups.. er. Small studios or. ‧. Nat. Best. 學. ‧ 國. 立. 政治大. i n U. v. differentiation in the market through providing advanced service or upgrade equipment.

(46) 4. The opportunities and challenges of gym industry. According to11 the public reports from Bureau of Sports of Taipei City Government in 2013 we can have the outline of exercising population. Approximately 83.3% Taipei citizen exercise for the purpose of being healthy and most of them go outdoor exercising. 86% male respondents have exercising habits and 80.8% female respondents have exercising habits.. 立. 政治大. ‧. ‧ 國. 學. io. sit. y. Nat. n. al. er. Figure 25: The percentage of Taipei citizens who have the exercising habits. Ch. engchi. i n U. v. Most of Taipei citizens’ respondents claimed that they exercise 2 (17.9%) and 3 (17.8%) times a week. In average, there is 3.43 times per week in this survey.. 11. < The overview of Taipei citizen exercising habits in 2013>included sample number: 130,250 phone calls. Samples are from average 1,068 in each administration area and the valid rate is 82.1%. 40.

(47) 立. 政治大. Figure 26: The frequency of Taipei citizens exercise per week12. ‧ 國. 學 ‧. Through the report of sports bureau and the thesis survey, the awareness and education. sit. y. Nat. about the importance of a healthy lifestyle obviously continues to increase especially in. n. al. er. io. fast-pace cities. With that better understanding is the certain knowledge that exercise improves. Ch. i n U. v. energy and health levels. The market demand is still strong, and the density of gyms or studios. engchi. along the MRT of Taipei is high. Even consumers that have shied away from the traditional gyms are getting their groove back in boutique workout studios, outdoor boot camps and even some online do-it-yourself programs. The gyms owners are trying to find the type of fitness business and niche that will work for the local community.. 12. The studios label themselves by. Source: <The overview of Taipei citizen exercising habits> from the Bureau of Sports of Taipei City Government in 2013. 41.

(48) specific exercising items blooming in recently year such as TRX, Yoga , cycling and boxing in Taipei.. According to the Nielsen Global Exercise Trends Survey 2014, we can find more insights from the facts, “The low or reasonable price doesn’t always the elixir of membership.”. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 27: What main drives people into fitness facilities in Nielsen Global Exercise Trends Survey 201413. 13. Source: Nielsen Global Exercise Trends Survey 2014. 42.

(49) The top driver for people into fitness facilities is convenint location. The rest of factors are the atmosphere, equipment and friends.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. Figure 28: The insights behind the drives14. i n U. v. Furthermore, “affordable” and “offer a good deal” only rank the 6th and 11th drivers respectively. It reveals that customers emphasize “value” more than “price.” Besides the payment, the survey discovered that the customers take their traffic cost and convenience into. 14. Source: Nielsen Global Exercise Trends Survey 2014. 43.

(50) consideration. Location matters the potential customers. That’s the reason why the thesis focuses in urban area. The lifestyle and consumption habits differ from the citizens. In competitive urban area, there are many choices and substitutions of the gym. Amplifying the promotion is no longer the elixir of sales but need to create the synergies wither other drivers such as atmosphere and peer group might be the tips.. 立. 政治大. ‧ 國. 學. The gym industry in Taipei also faces a number of challenges and competitions. The. ‧. pricing wars are fierce and competitive. For Taipei citizens, the public sport centers are one of. Nat. io. sit. y. good choice in price, convenience and choice variety. They provide uniform pricing of $50. n. al. er. per hour or $1500 for monthly payment for using the fitness facilities.. Ch. engchi. i n U. v. The Big companies pour dollars into advertising and get in front of the potential consumer. Two-part pricing or block pricing are the strategies they will take to secure the royalty of membership and sustain the premium brand image. They can afford special deals and low starter rates that a smaller business can’t afford. The most important principle is the pricing policy for big company should be consistent between the branches. The frequent discounts or. 44.

(51) fancy promotions should be avoided, or the brand will lose the exclusive and premium brand image.. The mid and small studios can offer the flexibility to potential customers which are adopted. 政治大. uniform pricing. They need to devote on more interactions in local community to maintain the. 立. relationship between members as their niche. For example, “MyFitness” in Taipei targets. ‧ 國. 學. young parents and emphasize the childcare service in the gym.. ‧ sit. y. Nat. n. al. er. io. And for the personal trainers can provide private sessions in a client home or shared. i n U. v. studio to cost down the rent for venue. “Good Times Fitness playgroud” is the example brand. Ch. engchi. which focus the community power rather than owing the venue. They recruit the girls to exercise in public space such as park, school playground even shared the rent of gym. They define the “gym” is not only the place but also the peer group and the inspiring atmosphere to make you constantly exercise.. 45.

(52) The other challenge is new media and technology brings new training style. Online options are expanding. People can watch videos or even live classes and join virtual communities to share their experiences. Additionally, the wearable technology with biometric data - people can get real-time information about their workouts - making a professional trainer or even a group class less necessary. Meanwhile, the challenges could be the opportunities for the new. 政治大. starters or entrepreneurs. In survey, half of people search gym information on internet or. 立. social media. The customers tend to be aggressive to search the information they need which. ‧ 國. 學. means the brand have more chance and channels to access if you make good use and. ‧. application of media and technology. They will facilitate you to provide more professional. y. Nat. n. al. er. io. sit. and customized health knowledge and personal exercising data to your customers.. Ch. engchi. i n U. v. In the end, the customers will evaluate how much they can gain physically or mentally as the satisfaction to continue the membership. The variety of classes or equipment for choice and use could be important. Extra benefit or service may be the bonus items. Thus, the price strategy of the gym is a crucial factor on consumer buying decision and it’s a dynamic process not a steady status.. 46.

(53) Reference 1.TSENG, LI-CHUAN <PE in the universities> , “ How the female customers choose service quality from the development of gym and fitness franchises” (2004). 2 Paul H.Ray, <The Cultural Creatives: How 50 Million People are Changing the World.>(1998). 立. 政治大. 3.Business Week <The Fitness Factory Spent 7 Years to Become Local Largest Chained. ‧. ‧ 國. 學. Gym> 2015. 4. The statics research from the Ministry of Finance. sit. y. Nat. n. al. er. io. 5. P215-212 “ The new threshold of sports and leisure activities: A study of development and future prospects of taipei sports center” <Quarterly of Chinese Physical Education> 2012.6. Ch. i n U. 6. The Rule and Reference for Public Sports Center 2014. engchi. v. 7.Can World Gym turn over the fitness culture in Taiwan? <Global Views Monthly > ,Dec.2010. Vol.294. 8.<The overview of Taipei citizen exercising habits> from the Bureau of Sports of Taipei City Government in 2013. 9. Nielsen Global Exercise Trends Survey 2014. 47.

(54) Appendix: The questionnaires. 選擇付費健身房消費者對價格方案的偏好調查 The Research towards the potential customers who are considering to choose and is going to a paid gym in Taipei and New Taipei City. 政治大. 立. 您好! 這不是推銷置入，您在問卷中所提供的資訊，僅作為學術研究之用，不會做為商. ‧ 國. 學. 業用途，敬請安心填寫。問卷目的是在探討「大台北地區有意願選擇付費健身房的消費. ‧. 者對不同價格方案的偏好」。感謝您的寶貴的時間！若有任何疑慮請與我聯絡:. Nat. NCCU IMBA 研究生林函潔. n. al. er. io. sit. y. heatherlin.tw@gmail.com. Ch. engchi. i n U. 敬上. v. This is not sale kit or promotion package from the gym. This is an academic research from NCCU IMBA student. The purpose of the questionnaires is to discovery the price preference of potential customers who are considering to choose and is going to a paid gym in Taipei and New Taipei City. Thank you for the time to read and fill in. Contact me if there is any doubts:. Heatherlin.tw@gmail.com. 48.

(55) 1. 請問您目前居住地? (必填) □ 台北市 □ 新北市. □ 其他(選填此選項者非此問卷的主要對象，不用往下填答，非. 常感謝您花時間點閱) 1. Where are you staying now? (Necessary) □ Taipei □ New Taipei City. □ Others ( If you checked this item box, you are not the. target interviewers of this questionnaires. Thank you for the time. ). 立. ‧ 國. ‧. □ 男 □ 女. 學. 2. 性別 (必填). 政治大. y. sit. io. n. al. er. □ Male □ Female. Nat. 2. Gender (Necessary). Ch. engchi. 3. 請問您的年齡？ (必填) □ 20─30 歲. □ 31─40 歲 □ 41─50 歲. □ 51-60 歲 3. Age (Necessary) □ 20─30 years old □ 31─40 years old □ 41─50 years old. □ 51-60 years old. 49. i n U. v.

(56) 4. 請問您的職業？ (必填) □ 學生 □ 資訊業. □ 軍公教. □ 傳媒業. □ 自由業 □ 醫療保健 □ 運動休閒業. □ 服務業. □ 金融保險. □ 其他________. 4. What is your occupation? (Necessary) □ Student □ Internet/ Information technology related □ Government employee eg. Military, Teacher □ Media/Advertise/PR related □ Service □ Finance and Insurance related □ Free lancer. □ Medical/Health care related □ Sports/Fitness related □ Other________. 立. 政治大. 5. 請問您現在運動的頻率？ (必填). ‧ 國. □ 幾乎天天. y. sit er. al. n. □ 一週四到五次. io. □ 一週兩到三次. Nat. □ 一週一次. ‧. □ 兩週一次. 學. □ 一月一次. Ch. engchi. □ 其他_________ 5. How often do you exercise? (Necessary) □ Once a month □ Once per two week □ Once a week □ 2-3 times a week □ 4-5 times a week. 50. i n U. v.

(57) □ Almost everyday □ Other_________. 6. 請問您考慮加入付費健身房的最主要動機 (必填，單選題) □ 為了健康 □ 為了身材: 塑身及鍛練體格. 治政 □ 為了賽事準備或某種體能目標做努力大立 □ 培養固定運動習慣. ‧. ‧ 國. 學. □ 解除壓力. □ 跟朋友同好相聚. Nat. sit. n. al. er. io. □ 其他_____________. y. □ 好玩有趣或打發時間. i n U. v. 6. What is your main motive to think about going to a paid gym? (Necessary and single choice) □ For the personal health.. Ch. engchi. □ To be more fit or gain the muscles. □ To achieve certain physical purpose or to prepare for the sport event such as 21k Marathon or Ironman Triathlon □ Develop the exercising habit. □ Release the pressure. □ Get together with friends or the peer group. □ For fun or kill the time.. 51.

(58) □ Other_____________. 7. 請問平均而言，您每月願意花在運動的消費金額為？ (必填，單選題) □ 我不願意花錢. □ $500 以下. □ $1501-$2000. □ $2001-$2500 □ $2501-$3000 □ $3001-$5000. □ $5001-$10000. □ $501-$1000 □ $1001-$1500. □ 其他__________. 政治大. 7. Averagely, how much you are willing to pay on exercising every month？ (Necessary and. 立. □ I am willing to paying nothing. □ Above $500 $1501-$2000. □ $501-$1000 □ $1001-$1500 □. □ $2001-$2500 □ $2501-$3000 □ $3001-$5000. ‧. □ $5001-$10000. 學. ‧ 國. single choice). □ Other__________. n. er. io. sit. y. Nat. al. Ch. 8.考慮付費健身房時 (只能選一個). engchi. i n U. v. □ 價格是我最主要第一個的考量因素 □ 價格只是我眾多考量因素之一 □ 價格不在我考量內. 8. Considering the paid gym to go, what’s in your mind? ( Single choice) □ “The price” is the main factor in my consideration. □ “The price” is one of the factor in my consideration. □ “The price” is not in my major consideration.. 52.

(59) 9.搜尋付費健身房資訊主要來源? (必填) □直接去離家/公司近的健身房或運動中心 □ 網路或社群網路 □ 朋友推荐 □ 得到免費體驗優惠或資格 □ 傳單或報章雜誌等傳統媒體. 立. □ 其他. 政治大. ‧ 國. 學. 9. Where do you search for payment information of the gym? 搜尋付費健身房資訊主要來源? (Single choice). ‧. □ Go to the gym to ask the sale person. y. Nat. n. al. □ Get the free experience to go □ From the DM/ Magazine/TV. Ch. engchi. er. io. □ The mouth-of-word from friends or peer group.. sit. □ Search on internet or social media. i n U. v. □ Other. 10.選擇付費健身房時，您最主要考量的因素？ (必填，只能選一個) □ 位置或交通便利性 □ 該品牌形象或口碑 □ 人員服務 □ 師資 □ 清潔. □ 價格. □ 硬體設備的品質和齊全度. □ 其他__________. 10. What is the main criteria of choosing a paid gym? (Necessary and single choice). 53.

(60) □ Location or traffic convenience □ The brand or the month-of-word of the gym □ Staff service □ The quality of the equipment and the environment □ The quality of the class and the coaches □ Cleaness. □ Price □ Other________. 11.請問目前令您感興趣的健身房項目? (必填，可複選) □ 重訓設備及器材. 政治大. □ 有教練在帶領及教授專業的大眾課 eg.瑜伽、舞蹈、TRX. 立. 學. ‧ 國. □ 一對一私人教練. □ 其他 _______________________________. ‧. 11. What are the exercising items in a paid gym you might interested in? (Necessary and multiple. y. Nat. choice). er. io. sit. □ Professional weight training equipment.. □ The group classes ,which there is the coach instruct the members such as, Yoga, dance,. n. al. boxing, TRX, fitness training.. Ch. □ One on one personal coach class. engchi. i n U. v. □ Other______________________________. 12. 請問您現在有固定去的付費健身房或運動中心嗎？ (必填) □ 有。(請跳答第一部份:13-17 題) □ 無，有在考慮 (請跳答第二部份:18-22 題). 54.

(61) □ 無，完全不考慮 (選填此選項者不用往下填答，非常感謝您花時間點閱) 12. Are you attending in any paid gym or sports center membership now？ (Necessary) □ Yes (Please answer the FIRST PART below: no13-17) □ No, but I am considering to choose one (Please skip to the SECOND PART:no18-20) □ No, I am not considering a paid gym. ( If you checked this item box, you can stop HERE. Thank you for the time! ). 學. ‧ 國. 立. 政治大. 第一部份: 您目前有固定去的付費健身房. ‧. FIRST PART: YOU ARE GOING A PAID GYM NOW. sit. y. Nat. io. er. 13.請問您現在去的健身房是哪家? (名稱及運動項目類型) ___________________ 13. What’s name/type of the paid gym you are going now? _____________________. n. al. Ch. engchi. 14.請問您現在去的健身房的收費方式 □ 付會員費，依照「使用時數/堂數」收費 □ 無會員費，依照「使用時數/堂數」收費 □ 付會員費，每月固定堂數扣款制 □ 無會員費，每月固定堂數扣款制 □ 付一次年費全年可使用 □ 其他__________. 55. i n U. v.

(62) 14. How does the paid gym charge you? □ Pay the member fee and charge by actual use hours or class numbers. □ Without the member fee and charge by actual use hours or class numbers. □ Pay the member fee and charge every month on the fixed package. □ Without the member fee and charge every month on the fixed package. □ Pay the annual member fee and go anytime within the year. □ Other__________. 學. ‧ 國. 立. 政治大. 15.您滿意現在健身房的收費方式嗎? □ 滿意 (跳答 17 題). ‧. □ 沒意見 (跳答 17 題). y. Nat. n. 15.Are you satisfied with the payment way of your gym? □ Yes, satisfied (Skip to no.17) □ No comment ( Skip to no.17). Ch. engchi. er. io. al. sit. □ 不滿意 (接答 16- 17 題). i n U. v. □ No, I am not satisfied ( Answer no 16-17). 16.若可重新選擇付費健身房時，以下何者最吸引我? (單選題) □ 價格優惠: 免入會費或直接打九折 □ 數量優惠: 以個人使用的總堂數或總時數，越多越便宜. 56.

(63) □ 數量優惠: 跟別人或團體湊總堂數或總時數，越多越便宜 □ 時段優惠: 離峰時段優惠 □ 時段優惠: 在限定期限單一價格全時段可使用 □ 彈性:不綁約，無需整年或長時間綁定 □ 彈性:會籍可轉讓或贈予 □ 其他_______________. 政治大 16. If you can choose the paid gym again, which benefit you will prefer most? (single choice) 立. ‧ 國. 學. □ Direct benefit: Member fee free or 10% off. □ Quantity benefit: The more you buy, the unit price will be lower.. ‧. □ Quantity benefit: The more you and your group buy, the unit price will be lower and you. sit. y. Nat. can share the benefit.. al. n. working day.. er. io. □ Time benefit: Off-peak-time benefit. You can pay less if you come before 18:00 during. Ch. engchi. i n U. v. □ Time benefit: Within limited time, pay certain fixed payment and all you can go. □ Flexibility: No membership contract limited the use/valid time. □ Flexibility: The membership can be transferred or given to others. □ Other_______________ 16.若以上皆非，請簡述您理想的付費方案及金額。 If none of above, then you can propose your own ideal payment way here. ________________________. 57.

(64) 17. 若健身房推出新產品或新服務，您願意願為在意的細節多付費?(單選題). □ 我願意為了更專業的師資或運動項目多付費 □ 我願意為了設備的齊全度及時時更新的專業器材使用多付費 □ 我願意為了特別時段或小班制(10 人以下) 多付費 □ 我願意為了一對一私人教練多付費. 政治大 17. Are you willing to pay more if your paid gym claim that they upgrade in following 立 □ 否，價格實惠最重要. ‧ 國. 學. package? (single choice). □ Yes, I am willing to pay more for more professional coach or advanced workshop. ‧. □ Yes, I am willing to pay more for more professional training equipment and environment.. sit. y. Nat. □ Yes, I am willing to pay more for small group (below 10 people) class. al. er. io. □ Yes, I am willing to pay more for one-to-one personal coach class.. n. □ No, the price matters for me. I am not willing to pay more.. Ch. engchi. i n U. v. 第二部份: 您目前沒有固定去的付費健身房，正考慮中 SECOND PART: YOU ARE NOT GOING A PAID GYM BUT CONSIDERING. 18. 在選擇付費健身房時，以下何者最適合我? (單選題) □ 依照「使用時數/堂數」的方案最適合我. 58.

(65) □ 「每月制」:每月固定可使用堂數:例如每月四堂、八堂、十二堂包成方案扣款最適合我 □「付一次年費全年可使用」的方案最適合我 18.What kind of payment I will prefer most? (Single choice) □ Pay by actual use hours or class numbers. □ Pay every month and go fixed number (eg.4,8,12) or package classes. □ Pay the annual fee and anytime I can go within the year.. 19. 在選擇付費健身房時，以下何者最吸引我? (單選題). 學. ‧ 國. 立. 政治大. ‧. □ 價格優惠: 免入會費或直接打九折. y. sit. Nat. □ 數量優惠: 以個人使用的總堂數或總時數，越多越便宜. n. al. er. io. □ 數量優惠: 跟別人或團體湊總堂數或總時數，越多越便宜 □ 時段優惠: 離峰時段優惠. Ch. engchi. □ 時段優惠: 在限定期限單一價格全時段可使用. i n U. v. □ 不綁約，無需整年或長時間綁定 □ 會籍可轉讓或贈予 □ 其他_______________ 19. When choose the paid gym , which benefit you will prefer most? (single choice) □ Direct benefit: Member fee free or 10% off □ Quantity benefit: The more you buy, the unit price will be lower.. 59.

(66) □ Quantity benefit: The more you and your group buy, the unit price will be lower and you can share the benefit. □ Time benefit: Off-peak-time benefit. You can pay less if you come before 18:00 during working day. □ Time benefit: Within limited time, pay certain fixed payment and all you can go. □ Flexibility: No membership contract limited the use/valid time. □ Flexibility: The membership can be transferred or given to others. □ Other_______________. 立. 政治大. ‧ 國. 學. 20.若健身房推出套裝行程，我願為在意的細節多付費，而得到質量。(單選題). ‧. □ 我願意為了更專業的師資或運動項目多付費. y. Nat. □ 我願意為了特別時段或小班制(10 人以下) 多付費. n. al. Ch. □ 我願意為了一對一私人教練多付費. engchi. er. io. sit. □ 我願意為了設備的齊全度及時時更新的專業器材使用多付費. i n U. v. □ 否，價格實惠最重要 20. Basing on the basic service,which package are you willing to pay more ? (single choice) □ Yes, I am willing to pay more for more professional coach or advanced workshop □ Yes, I am willing to pay more for more professional training equipment and environment. □ Yes, I am willing to pay more for small group (above 10 people) class □ Yes, I am willing to pay more for one-to-one personal coach class. □ No, the price matters for me. I am not willing to pay more.. 60.

(67) Thank you for the time.. 問卷到此結束！感謝您的耐心！敬祝健康快樂！. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 61. i n U. v.

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