A Research on the Consumption Style of Urban Resort Clubs

[[abstract]]為追求成長而生產會對企業和社會構成巨大的壓力，導致生產過剩以及個人的過度負荷；於是，為了要使高生產有出路就必須使人們能夠高消費。而從高生產到高消費之間，就必須通過不斷刺激以及挑起人們的需求作為中介和槓桿，讓人們認為並且相信他們的確需要源源不斷被生產出來的產品，並且產生出種種的消費行為；這樣一來，人們就參與了維持企業和總體社會高生產和高消費的運作過程。 推測未來消費趨勢將隨著社會階層意識的覺醒，財富運用方式的影響，消費支出有顯著擴增的傾向。企業界應配合此番演變，使產品與服務質量並重，在追求高質化、多元化的同時，能謀求提昇消費者的生活水準，並能兼善社會大環境的品質。今日中國居民的生活水準大約相等於二十年前的台灣，已經擺脫了每日但求溫飽的消費模式，邁入要求商品品質及品味的消費模式，並逐漸出現某些富裕國家的特質。然而，值得注意的是，由於自由經濟的發展，使得居民貧富差距相較拉大，表現在消費能力上時出現了兩極化的現象；其次，也因為適逢新舊世代交替，使得一部分人仍舊維持實用、節儉的傳統消費取向，另一部分人則是傾向於追求流行時尚，要求生活品質及品味的新潮消費取向。 中國在外商大舉投資後，促使了華南地區經濟的發展與繁榮，地區國民所得與日遽增，但由於經濟的快速發展，競爭更加激烈，使得華南地區商務人士面臨較大的工作壓力與快節奏的生活步調，加上中國所提供多的優惠措施，許多外國企業在此處投資，形成一新型態的消費群。消費形態的轉變，除了所得提昇及市場供給多元化的外部因素外，還得要加上生活消費模式、生活觀念及消費心理的變化等內部因素的催化，才能產生新的方向，而從這個角度也才得以窺見中國的消費新趨勢。 因此，在此處提供服務新設立休閒行業如休閒俱樂部，就面對許多不可知的問題，像是其中國廣東地區消費者的消費行為為何？是否會因不同的前往目的、需求、以及各異的生活方式、價值觀等的因素，會有不同的消費行為或特性等等問題。本研究針對廣東地區四家俱樂部進行消費者研究，共發出600份問卷，有效回收374份，並進行敘述性統計分析，因素分析，變異數分析卡分檢定等等，以瞭解生活型態理論是否可適當的運用在解釋休閒俱樂部的消費行為或特性，對業者提出相關經營上的建議並對後續研究者提供相關研究方向。[[abstract]]Pursuing production development causes intense pressure to enterprises as well as the society. Therefore, encouraging high-consumption has become the way to digest high-production. From high-production to high-consumption, intensive stimulation arousing consumer demand becomes the medium in making consumers think and believe that they indeed need all the unfailing supply of products. Thus consumers contribute to maintaining the process of high-production and high-consumption for enterprises and society. Speculation believes that the upcoming consumption trend would lead to noticeable increase on expense. Enterprises should follow this trend and make quality assurance on both products and services. While achieving high quality and diversification for their products, companies would, in part, assist in creating a better living standard and quality for the general public. The living standard of Mainland China today is close to that of Taiwan in the 1980’s. They’ve surpass the consumption mode of simply having enough food and clothing heading directly into demanding quality products with a high taste. However, it is noticed that the poverty gap widens under the development of free economy which produce a polarization on consumption ability. Furthermore, encountering the succession between the old and new generations, some people remain unchanged and live frugally while some tend to seek fashion trend and demand living quality and taste. The immense investment of foreign businesses have enhanced and flourished the economy of Southern China. The national income of this area is steadily on the increase. Nevertheless the fast economic development brings intense competition, and professionals working in Southern China face great pressure from work and fast living pace. With foreign investment and local economic boom, there has been new consumer group forming gradually over the years. The alternation of consumption comes not only from external factors such as income increase or diverse market supply, but also by the internal stimulations such as the consumption mode, living concept and consumption psyche. These are catalysts for forming a new consumption trend in Mainland China. So, with an economic boom in all sectors within China, what is the leisure consumption behavior in Guangdong area for health clubs? Will there be different consumption behavior or characteristics due to different purpose, demand, living type and value? This study aimed at the consumers from four clubs within the Guangdong area. 600 questionnaires were passed out and received 374 effective responses. Descriptive analysis, factor analysis, variance analysis, cluster analysis and Chi-Square Tests were carried out to examine whether the life style theory could explain the consumption behavior and characteristics of leisure clubs. Marketing 4Ps theory was adopted to conclude the managing suggestions for club managers and research directions for future research