隨著都市化及科技化的發展，社會大眾的工作壓力及生活壓力日增，為抒解壓力並追求身體健康，運動休閒俱樂部便成為民眾的重要休閒場所之一。而運動休閒俱樂部大都採用會員制度的方式經營，顧客關係管理甚為重要。故如何提供高品質的運動設備與服務品質，來滿足顧客的需求，以降低顧客流失，增加顧客對營運收入的貢獻，便成為了運動俱樂部在經營上的重要課題。當今企業在行銷方面，一直存在著兩個重要的課題：一是如何維持與舊顧客之間的關係另一則是如何吸引新顧客。根據Don Peppers 和Martha Rogers 在「The One to One Future：Building Relationships with OneCustomer at A Time」一書中曾提到：開發一位新顧客所花費的成本是留住一位舊顧客的五倍。此外，大部分的企業每年平均有高達25%的顧客會流失，而若顧客流失率減少5%，則企業的利潤將有100%的成長。近幾年來，由於人工類神經網路的發展，使得以資料庫行銷為主軸的關係行銷成為可能。因此探討顧客型態為本研究的主要研究動機之一。 本研究是以金牌運動健身俱樂部為主的個案探討，選擇運動休閒娛樂產業的主要原因是此產業與顧客的關係有著密不可分的特性，本研究中採用區別分析、類神經網路分析兩種分類技術，進行顧客型態、消費金額、參與長短預測模式之研究，推導中逐步找出重要的預測變數，並比對三種預測模式的判別率，以確立判別率較高的預測變數為哪些。本研究的最後成果會提供給金牌健身俱樂部，做為金牌健身俱樂部顧客型態、顧客終身價值的相關參考依據。 As a result of urbanization and the development of technology, citizens feel the pressure of working or life. In order to relieve stress and be health, they are attracted to .healthy clubs. Customer relationship management is importance in healthy clubs result from member system. Therefore, healthy clubs focus on the quality of equipments and service to satisfy consumers and benefit earning. There are two subjects in marketing of organizations: first, how to maintain the relationship with consumers. Second , how to attract new consumers. According to The One to One Future：Building Relationships with One Customer at A Time written by Don Peppers and Martha Rogers indicates that to find a new consumer is five times of cost of maintaining consumers. In addition, most organizations lose 25% of consumers every year. However, if firms lessen 5% of defection rate, the earning will raise 100%. In recent years, the marketing based on database may be developed due to neural network. Hence, this study attempts to examine the kinds of consumers. This study uses case study and select Gold’s Gym Health & Fitness Club as an example result form the close relationship between sport industry and consumers. The examinations of the kinds of consumers, amount of consumption, and how long they participate in the club prediction model by using discriminant analysis, neural network analysis to fine anticipative variables. Further analysis compares the differentiation rate of the three examinations to fine the variables with high differentiation rate. The results will contribute to Gold’s Gym Health & Fitness Club and provide the kinds and lifetime value of consumers.
