創新戶外運動平台商業模式研究

近幾年最火紅的休閒嗜好莫過於戶外運動，如林義傑又在某超馬拿下冠軍、一對年輕情侶試圖征服喜馬拉雅山等的新聞層出不窮。戶外運動為一種使參與者能夠感受自然、貼近自然的運動，以登山為主，及其他衍生的運動如攀岩、露營、滑雪等。隨著裝備及技術的進步，世界各地的山脈、沙漠、叢林、極地都逐漸被開發。戶外運動的參與者也越來越多。但即便如此，登山還是有一定的危險性在，不時會有登山客遇難的情況發生，因此往往需要有有經驗的人帶領前往登山。如果能夠應用現代科技於戶外運動上，以雲端資料庫統整戶外運動專家、達人、戶外運動相關用品供應商及對戶外運動有興趣的使用者，將彼此的供給與需求媒合，來讓戶外運動更加普及、專業化，並減少傷亡與資源浪費的情形的發生。太平洋屋脊步道(Pacific Crest Trail)是一條貫穿美國西部荒野的遠足路徑，途中會穿越沙漠、森林、雪地，行經瀑布、峽谷、湖泊。可在途中登上美國本土最高的惠特尼峰，總長4,286公里，平均需耗時150天。本研究將以太平洋屋脊步道為例，先點出現行的登山模式，再以創新的戶外運動平台的系統圖做比較，總結出新平台的差異及優勢。最後，本研究以循環式創新(VPS)價值創造循環（Value Creation Cycle）重新拆解系統架構，找出此創新平台的應用情境及價值附加。從戶外運動裝備的創新、到設計發展出登山平台，到運用通路傳達給有興趣的用戶、成為戶外運動首選品牌，最後逐漸循環擴大市場，並且不斷依照使用者的回饋來改進、完善這個平台，形成一個完整且具有持續性的價值創新循環。

關鍵字

戶外運動；平台；循環式創新；價值創造循環

並列摘要

In recent years, outdoor sports have become one of the most popular leisure hobbies. For example, we often hear news such as Kevin Lin winning a championship in an Ultramarathon, or a young couple trying to conquer the Himalayas. Outdoor sports allow the participants to become close to the nature through activities such as mountain climbing, rock climbing, camping, skiing and so on. With the advancement of equipment and technology, mountains, deserts, jungles and polar lands around the world are gradually being developed, and there are more and more participants in outdoor sports. However, outdoor sports still pose a lot of risks, and accident happen frequently. Therefore, hiring a guide with experience is often necessary. If we can apply modern technology to outdoor sports, we could use the cloud database to integrate outdoor sports experts, guides, equipment suppliers and users interested in outdoor sports, to make the outdoor sports a more popular and professional hobby, while also reducing the occurrence of casualties and resources wasted. The Pacific Crest Trail is a hiking path meandering through the western wilderness of the United States, with a total length of 4,286 km, which takes 150 days on average to finish. Trekkers can enjoy the desert, forests, snow, waterfalls, canyons, lakes, and other sights from the highest mountain of the United States. This study uses the Pacific Ridge Trail as an example to first explain the currently used mountain climbing methods, then compare them to methods utilizing the innovated outdoor sports platform, and sum up the differences and advantages of the new platform in the end. Last but not least, this study reconstructs the system of outdoor sports,architecture with the Value Creation Cycle (VPS) to explain the application scenarios and value of the innovated platform. From outdoor sports equipment innovation, to the design and development of the outdoor platform and introduction to interested users, this study aims to establish the innovated platform as the top choice for outdoor sports enthusiasts, hoping to gradually expand the market and continue to take into account user feedback to improve the platform, to finally form a comprehensive and sustainable value of the innovation cycle.