健身產業整合行銷傳播發展之理念與策略

The Concepts and Strategies of Developing Integrated Marketing Communications in Fitness Industry

10.6406/JNCKUPER.200904_41(1).0003

蔡明達(Ming-Ta Tsai)

健身產業 ； 整合行銷傳播 ； Fitness industry ； Integrated Marketing Communications

成大體育學刊

41卷1期（2009 / 04 / 01）

27 - 38

繁體中文

國內健身產業已邁入成熟期，且由於健身產業的競爭性強、產品同質性高與傳播環境複雜等原因，使得行銷傳播效果相對不易彰顯，整合行銷傳播的運用與執行更見其重要性。本文以整合行銷傳播理論為基礎，旨在探討健身產業發展整合行銷傳播應具備的六大基本理念與實務執行時的七大策略內涵，最後並針對健身產業未來在發展整合行銷傳播上提出建議，以協助健身業者逐漸朝向以會員為主、由外而內的行銷傳播導向。健身產業發展整合行銷傳播已成為刻不容緩之事，若能因此營造俱樂部差異化的競爭優勢與經營特色，建立會員與品牌之間緊密連結的關係，勢必能誘發另一波銷售成長榮景，達到企業永續經營的目標。

The fitness industry in Taiwan has started to decline. Because of acute competition, high product homogeneity and complex communication environment in the fitness industry, the communication effects are not obvious. This shows the development of Integrated Marketing Communications in the fitness industry has become more important. This paper is based on theories of Integrated Marketing Communications with the purposes of exploring the six concepts and seven strategies of developing Integrated Marketing Communications in the fitness industry. Finally, seven ideas are suggested about developing Integrated Marketing Communications in the fitness industry in the future, to help fitness dealer develop member-based and external-to-internal communications. The development of Integrated Marketing Communications in the fitness industry has become an urgent need. If fitness clubs can make differential competition advantage in business characters and member relationships through Integrated Marketing Communications, the fitness industry will be more prosperous and long-lasting.

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