- 學位論文
新型態健身科技公司之品牌定位與社群行銷分析 - 以派樂騰健康科技為例
Brand Positioning and Community Marketing analysis of the New Concept Fitness & Media Company - A Case Study of Peloton
摘要
隨著世界經濟步調飛快成長，國民平均收入成長已逐漸趨穩定，生活較有品質，相對之前，大部分人們不再汲汲拼命賺錢只為了全家溫飽，如同馬斯洛理論提到，滿足低層次的生理上基本需求後，開始會追求自我安全上的需求，人們經濟獲得穩定後開始注意到健康的重要性，也願意挪用部分金錢來追求建康，不論有毅力的自我養成跑步、游泳等習慣，抑或是被動的加入健身房團體運動課程，又或更進一步尋找教練做更漸進的重量訓練、健身規劃….等等都是追求健康的好方法；完善的運動也要搭配好工具輔助，更加事半功倍,例如球鞋、球衣、各項球類及運動器材屬運動必備工具,即因其而大發利市。 近年來還有結合科技，監控健康數據的各類運動手環手錶等，更有結合最新串流科技的居家運動設備器材皆應運而生，這些高科技產品都為了讓時間上或是距離上無法配合健身房課程，卻又想要有團體運動時，彼此競爭且有教練激勵加油的同儕情誼，也就是本論文要討論的居家運動科技新創公司Peloton，為運動愛好者提供了另一個選擇。 根據國際市調機構Plunkett Research估計，2016 年全球運動休閒產業年產值已達1.5兆美元。本論文透過個案研究法及次級資料收集法，針對廣大的運動產業下的的美國運動科技新創公司Peloton 如何發跡 ? 公司定位? 目標客戶?面臨哪些傳統健身房及各類新型態居家運動科技公司..等競業? 未來的方向? 最後在探討是否在中國及台灣市場是否有發展的商機? 或是扮演什麼樣的腳色? 即對該企業的建議
並列摘要
In recent years, there have been various wearable technology monitoring our physical body, as well as home sports equipment that combines the latest streaming technology. These At-home fitness equipment are designed for those who cannot go to the gym on the regular basis as they are too busy or there is no any gym nearby their house. With the new concept of fitness equipment, they can do the workout anytime at home and not alone. With the latest streaming and networking technology, these users can compete and encourage each other and the fitness instructors seem face to face to coach them. Peloton is this new concept company I would like to discuss in this thesis. It provides another option for sports enthusiasts. According to IHRSA 2018 Global report revealed that health club industry revenue totaled US$87.2 billion in 2017. This thesis uses case study method and secondary data collection method to find out Peloton’s story. How does Peloton positions herself? What are Peloton’s target customers? What are those competitors Peloton is facing and is going to face in the near future no matter the traditional gyms in the U.S. and various new home sports technologies companies in the world ? What is Peloton’s future plan? Last, we are trying to see if there are business opportunities in the Chinese and Taiwan markets? And my suggestion to Peloton.