頁籤選單縮合
題 名 | 公立游泳池之策略性行銷:基隆地區一般巿民游泳習性之調查研究 |
---|---|
作 者 | 尤新吉; | 書刊名 | 國立臺灣海洋大學人文數理學報 |
卷 期 | 2 1993.06[民82.06] |
頁 次 | 頁123-160 |
分類號 | 528.9245、993.43 |
關鍵詞 | 公立; 行銷; 基隆; 基隆地區; 習性; 游泳; 游泳池; 策略性; 巿民; 巿立游泳池; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以基隆市民為對象.以問卷為研究工具,以探討基隆市民從事及未從事游泳運動之消費群,在有關游泳池場地訊息來源,游泳消費行為,市立游泳池產品屬性等需求,作為公立游泳池經營之策略,本研究運用百分比,卡方檢定,變異數分析等統計方法進行資料分析暨處理,所得結果摘要如下: 一、有關游泳池場所訊息來源 各消費群獲知游泳池活動訊息來源,以朋友、家眷的談話居多佔43.6﹪,其次為各報紙本地方版及地方電臺。 二、游泳消費行為 各高、中、低消息群至游泳場所與家人同行居多,而到海邊游泳為多.其游泳動機以愉快及保持健康所佔百分比高,又其通常游泳時間利用「下午」時間居多(59.8﹪)。 三、基隆市立游泳池產品屬性 1. 游泳池管理,設施重視程度,皆表示重視,各消費群有八項目有顯著差異。 2. 各消費群在全票、半票、團體票上有顯著差異,全票少於或等於50元為合理價位佔75﹪,認為20元為半票合理價位,團體票認為500元為合理價位。 3. 各消費群都想參加游泳訓練班,非、低消費群想學初級班,而高消費群學中、高級班。 4. 消費群至市立游泳池以自用車為交通工具,並稱市立游泳池交通方便.各消費群通常到各游泳場所運動時,以花費1小時路程居多。 五、人口統計變數,從事及未從事游泳活動之各群在「性別」、「職業」、「居住地」,有顯著性差異。 |
英文摘要 | This Research, targeting the residents of Keelung is the form of questionnaires, is intended to review their behaviour of engaging and/or not engaging in swimming, with respect to the sources of information concering swimming activities, swimming consumption and the quality attributes of the municipal swimming pool, in order to form the strategy for running the government-owned pool. Some statistical methods, such as percentage chi-square, test, and variance analysis, are used to analyze and process information in this Research, The key reasultts are: 1. Sources of information concerning swimming pools: Among the sources of information involving Swimming activities, 43.6% of the groups learn from their friends and relatives, which tops the list, Immediately followed is, the local edition of newspaper as well as well as local redio sttions. 2. Swimming cons umption behavior: Most of the consumer groups, regardless of high, medium or low spending brackets, goes swimming with their relatives, The most frequently visited place is the seashore. Pleasure and keeping healthy are the major motives behind their behavior. The major how for swimming is in the afternoon (59.8%) 3. Quality attributes of municipal Swimming pool: (1)pool management: all groups are very sensitive to the pool facilities. Nonetheless, there is significant difference in eight items among groups. (2)Admission fees: There are sane significant defferent for vavies groaps concerning the fair changes for full price, hall price and gronpprice. 75% of the interviewees believe the reasonable full price shouldn't exceed NT$50, NT$20 for hall price and the group price should be NT$500. (3)Swimming training courses, Each group is willing to attend the swimming training courses. However, low-spending consumer is more inclined to basic training, while medium-and high-spending groups are interested in adranced training. (4)The consumer group goes of the city swimming pool with their own transportation and they feel that the transportation to the pool is very convenient various consumer group usually take about an how to arrive at the swimming pool. 4. From the statistical poing of view, those involved and not involved in the sport of swimming vary from defferent sexes, job occupancies and residency. |
本系統中英文摘要資訊取自各篇刊載內容。