健康生活會館消費行為及創新服務營運模式之探討-以竹北地區為例

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Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/2587

Title:	健康生活會館消費行為及創新服務營運模式之探討-以竹北地區為例
Other Titles:	The Study of Wellness Resorts Concerning Consumer's Behavior and Management Model of Innovative Service-An Example from Northern Hsin-Chu Region
Authors:	李雪如 Lee, Sylvia
Contributors:	謝登隆 Shiah, Den-Long 東海大學管理碩士在職專班
Keywords:	消費者行為服務創新理論知識管理顧客關係管理 Consumer Behavior, Service Innovation, Knowledge Management, Customer Relationship Management;Relations;knowledge;design;future;system
Date:	2007
Issue Date:	2011-03-21T07:49:09Z (UTC)
Abstract:	隨著人類醫療科技進步與對建康休閒之重視，相對引發健康生活產業的興起，估計將為下一個十年創造出一兆美元的商機。依趨勢來看，健康生活會館將逐步取代預防醫學中心，而量身訂做的SPA、運動、CAM自然療法等相關建康產品，將持續發展與延伸。也因此，健康生活產業的發展將是21世紀服務業的新顯學，提供”健康生活概念”為核心產品的整合性服務產業，將是未來發展的新趨勢。而如何開創與整合解決相關消費者問題的經營模式，正是健康產業的一個創新契機。微利時代企業想要在全球競爭獲利並持續成長，一定必須瞭解組織推動服務創新的獲利模式，並且成為分析、創造、及應用新服務模式的驅動者。由研究得知，健康生活產業因硬體設施易於模仿，是一同質性很高的產業型態。因此如何避免易於模仿而陷入低價的惡性競爭，將是此產業需面對的重要課題。唯有以服務的核心能力創造差異化優勢，並且持續找出企業創新服務的核心競爭力，才是健康生活產業成功的關鍵因素。為了深入探究健康生活產業的前瞻性與創新性，本研究擬由問卷調查及Johnson et al的新服務開發系統理論，依健康生活會館之現況及產業特性，以個案研究的方式，設計出健康生活產業創新服務的營運模式及其應用。本研究擬藉由描述性統計量及多變量分析中的因素分析法，驗證文中所提出的三項假說，試圖瞭解受訪者在消費者行為以及消費動機上的差異性。假說一: 消費者願意承擔的消費金額以及會費價格會有顯著差異。假說二: 消費者每週參與運動次數以及消費時段會有顯著不同。假說三: 消費者的消費動機與消費考量有顯著之差異。並依調查分析結果，以服務創新理論的關鍵成功因素及流程研究，設計創新之經營模式如下:一、透過客製化與多樣化的配套方案，整合運動、芳療、健康諮詢資訊平台的跨功能整合型營運模式，將是滿足消費者上述需求的營運模式。二、藉由知識管理與顧客關係管理之系統建置，提昇服務品質並深化企業品牌。三、透過顧客滿意度即時監測系統與訴怨系統的建置，解決服務的異質性及無形性問題。四、藉由服務流程的改造，建構精緻服務深化顧客品牌忠誠度，以建立競爭優勢。五、藉由主動健康關懷系統提供差異化服務，建立企業核心競爭力。六、透過顧客自動化分級系統及線上系統建立主動式服務，藉此解決服務的易逝性與不可分割性所造成的問題。七、以創新服務區隔市場，將主動服務的核心要素轉化為企業無法模仿的核心競爭力。 With the awareness of “holistic health” and the progress of medical technology, Wellness business becomes a booming industry and is estimated to boost 100 billions business opportunities in the next ten years. This is because of the trend that the Wellness Resort gradually replaces the Preventive Medical Center, and the related products, such as custom spa treatments, healthy exercise, CAM and alternative therapy also continue to extend and grow. Therefore, the development of Wellness industry is becoming the most promising service business in the 21st century. The manufacture of products associated with the concept of “Wellness” or the “Holistic Health Service” will be the major trend in the future fitness development. The need to establish and integrate management models in resolving relative consumers’ issues will also create a new business break in Wellness industry. In the period of a narrow margin of profit, a company has to organize an innovative service strategy for profit gain in order to obtain substantial markup among the worldwide competitions and continue to grow, as well as to become the forerunner of the fonder and user of an innovative service model. According to the research, the structure and facilities of Wellness business is easily to duplicate, which always shares a homogeneous business pattern. Therefore, the most essential challenge of Wellness business is to avoid being imitated easily, since it would lead to a low-cost malignant competition. The advantage of standing out of this business is based on the core value of service. Thus, the continuous search for core competitive capacity in an innovative service strategy is the key factor for a successful Wellness business. In order to analyze the Wellness business in depth, this research plans to target on questionnaire and uses Johnson Et al’s theory of development of innovative service system. By applying individual study according to the business characteristics and current situation of exiting Wellness resorts, this study aims to design a new service operation model and application for Wellness industry. This research is going to use the factor analysis from descriptive statistics and multivariate statistical analysis to verify three hypotheses raised in the study and also seek to clarify the differences between consumers’ behavior and motivations from the interviewees. Hypothesis 1: Consumers’ willingly affordable amount of charge is significant different from the actual membership fee.Hypothesis 2: The weekly frequency of consumers’ participation of exercises in Wellness resorts is considerable different from the consuming time frame.Hypothesis 3: Consumers’ motivations appears obvious different from consuming consideration.Based on the result of the questionnaire analysis, the following will be the operation model supported by the key successful factors of an innovative service strategy and a creative operation procedure. 1. Through a customized and diversified intermixed packages, a multi-functional integrated operation model combines exercises, aromatherapy and a health-consulting platform. This operation system is the ideal model to meet the consumers’ need. 2. By establishing interaction system between knowledge management and customers’ relations, the business can enhance the quality of service and also strengthen the business brand image.3. Following consumers’ satisfactory questionnaire and the timely monitor of consumers’ complain, the business can solve issues of heterogeneity and intangibility.4. Based on the reform of service operation procedure, the business is able to set up an elaborated service plan in order to fortify customers’ loyalty as well as to create advantage for competitions. 5. By providing automatic health care system to show the differentiation in service, the business can improve its core competitive capacity.6. Through an automatic customer’s classification and online automatic service system, the business is capable of solving issues regarding to perish ability and inseparability. 7. By applying the innovative service strategy to segregate the market, the business converts the core factor of automatic service into core competitive capability in order to become a non-duplicable business.
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