[閒聊] 日本健身房對於飽和市場的因應措施
在網上閒逛時看到的文章,翻譯一些相關的材料給大家參考。
市場飽和…フィットネスクラブ危機感 価格破壊など顧客開拓へあの手この手
http://www.sankeibiz.jp/business/news/140131/bsd1401310503003-n3.htm
日本的健身市場已達到4100億円的飽和狀態,
如何開拓新客源,是日本健身房所需要面對的問題之一。
有的健身房打出24小時皆可使用的口號,
利用24H皆可隨時操作的小型器材,來發展健身房的多樣性。
不過在眾多健身房之中,有公司推出降低價格的方式來吸引客戶。
在東京地區一個月須近1萬円的健身房月費,
如果加入每個月限制健身兩次的"隔週運動不須勉強"計畫
則只需要3255円,為原本月費的一半以下。
其他公司則對此項策略保持懷疑的態度,認為"就算吸引到新客戶,也吸引不到錢。"
而另一家公司,在今年的市場排名上排上第二位,
則是設立女性限定的健身房,以HOT YOGA為主賣點。
這些策略是否有效,在目前的市場還看不出來,
之後值得注意觀察。
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