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In Taiwan fitness equipment enterprise have enough mechanical and electronical engineering expert and a plenty of original equipment manufacture experience, which comes out of the top fitness equipment industry among the world.
However, with the technology grown up fast, the competitors have increased in the global market and have more a variety of selectivity on products so the style of customer gradually is changed, meanwhile the managing - model of the marketing strategy will focus from manufacture-drive to customer-driven.
Customer is the purpose of enterprise operation. The control of customer will be sustainable operation.
This study will be inquired into the factor of customer demanding by these three segments of marketing strategy.
In this research for the sample of Taiwan certain fitness equipment enterprise, by using the questionnaire of research method, it included enterprise product, service, innovation scale, customer need scale and customer background variable.
The related information of customer need will be compared through statistics method which included descriptive statistics, importance analysis, reliability analysis, T Test and one way ANOVA. Through case study analysis, this study concludes that the important key factor of enterprise product, service and innovation meet reliability standard; there are partly obvious correlations between the important key factor of enterprise product, service, innovation and different customer need. There are obvious correlations between the important key factor of enterprise product, service, innovation and the customer of different sales type and shop quantities. These factors can effectively master customer need.
Finally, the conclusion suggests that recruit new development employee to make new product attract customer； and even improve the production procedure and strengthen enterprise employee professional knowledge；provide all-round service of customer need；build a system in relation to customer and supplier； provide the tunnel of customer complain.
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