數位浪潮新典範：運動健身場館數位轉型策略

隨著創新科技及網路應用進步，消費者行為逐漸由實體轉至線上，嚴重特殊傳染性肺炎疫情更加速此轉變，數位轉型成為企業永續營運必將面臨的議題。本研究目的為探討後疫情時代下，現行運動健身場館業者數位化現況並發展健身場館產數位轉型策略方向。研究邀請7位豐富經驗之場館業者、科技產業業者、學者專家及10位消費者進行半結構式深度訪談，以及6位產、官、學者進行焦點團體座談。研究結果分為四大主題，包含：「消費者端的需求及使用意願」、「運動健身場館數位轉型主要動機」、「運動健身場館數位轉型主要挑戰」、「運動健身場館數位轉型的策略思維」等。業者進行數位轉型的動機包含：降低營運成本、提升服務品質以及建立創新商業模式等。對投資市場之目標客群缺乏信心、團隊立場不一致、轉型目標不夠明確等則為主要阻礙。本研究結論指出數位轉型策略，需著重以跨界生態系統觀點取代線性轉型思維，公部門資源整合以及跨域人才培育的具體規劃，均在數位轉型策略中扮演關鍵角色。本研究結果可供運動健身場館之公部門及產業界推動數位轉型的參考。

關鍵字

消費者行為；數位化；生態系統；資源整合；人才培育

並列摘要

With its high degree of interpersonal contact, the sports and fitness industry has faced severe challenges to its traditional business models. The digital transformation taking place has become an inevitable issue confronting enterprises seeking to maintain sustainable operations. This study aims to explore the current situation of the digitization/digitalization of sports and fitness centers and to develop a digital transformation strategy for sports and fitness centers in the post-pandemic era. We sampled seven experienced sports and fitness center managers, technology industry operators, scholars, and 10 consumers through semi-structured in-depth interviews, and six industry officials and scholars through a focus group interview. The results reveal four main themes, including "demand and willingness of consumers," "main motivation for the digital transformation of facilities," "main challenges for the digital transformation of facilities," and "strategies of digital transformation of sports and fitness venues industry." The motivations for digital transformation include reducing operating costs, improving service quality, and establishing innovative business models. On the other hand, the main obstacles identified included a lack of confidence in the target audience of the investment market, role conflict in internal teams, and unclear transformation goals. Digital transformation strategy needs to focus on replacing linear transformation thinking with a cross-border ecosystem perspective. The specific planning of government resource integration and cross-domain talent cultivation also play key roles in the digital transformation strategy. This study's results can provide a reference for the government and industry and promote digital transformation in sports and fitness centers.

並列關鍵字

consumer behavior ； digitization/digitalization ； ecosystem ； resource integration ； talent cultivation

參考文獻

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