強國必先強身，台灣健身房產業之經營發展策略分析：以柏文健康事業股份有限公司為例

健身風氣近年於台灣蓬勃的發展，台灣健身市場規模與業者家數在過去十年也呈現指數型成長，在台灣的健身房市場中，柏文健康事業股份有限公司（POWER WIND HEALTH INDUSTRY INC.）從 2005 年起於高雄成立首間健身工廠，於南台灣發跡，透過一系列事業發展與成長策略，至今據點已遍佈全台，也成為本土唯一上市的健身房類股。本研究藉由分析台灣的健身房產業，了解產業發展概況與發展趨勢。也透過競爭者分析，針對國內具代表性的健身中心業者，了解其經營模式、器材課程與教練的各自特色與創新策略等。並透過產業五力分析，以各方角度探討健身房產業的競爭樣態與獲利水平。本研究也統整出三大產業關鍵因素，分別為「高進入門檻」、「規模經濟」與「替代傾向低」。針對個案研究對象柏文，本研究盤點柏文所擁有的核心資源與能力，探討其在業務經營與品牌行銷的創新，並以 BCG 矩陣分析柏文現階段的事業概況，同時本研究也分析 Covid-19 新冠疫情，對於整體健身房產業的影響以及對柏文的營收衝擊和轉機，以及柏文的因應策略。最後再輔以產業最新的發展方向挑戰，給予柏文未來經營上的建議。經過審慎的研究分析後，了解柏文透過陳尚文、陳尚義兩兄弟領精準的決策帶領企業穩健成長。此外，柏文以妥善的事業發展策略，讓健身工廠會籍使用與教練課程保持在明星事業的位置，PW SPORTS NUTRITION 與 S klub 兒童體適能俱樂部則為問號事業，將持續努力精進，期許能擺脫問號事業的象限。此外柏文也深化經營會員制度，透過虛實整合，提升會員的滿意度與忠誠度，以增加會員續約率來留舊客並持續拓增據點來獲新客，同時也建議柏文把握自身優勢，推出更多自有品牌商品並持續多角化，創造另一營收成長動能。

關鍵字

柏文；健身房；新冠疫情；產業分析；五力分析； BCG 矩陣

並列摘要

The fitness culture has flourished in Taiwan in recent years. The market size of Taiwan’s fitness market and the number of fitness clubs have also been steadily increasing in the past decades. POWER WIND HEALTH INDUSTRY INC is from Kaohsiung city and established its first Fitness Factory there in 2005. Through a series of development and growth strategies, so far, there are Fitness Factory all around Taiwan. It was also becoming the first and only company of fitness club to have its initial public offering (IPO) in Taiwan. By analyzing the fitness club industry in Taiwan, the thesis understands the industry's development and the market's future trends. Through competitor analysis, the thesis selects representative companies in the industry, to analyze their business model, fitness equipment, fitness class, fitness trainer and innovation strategy. Through Porter Five Forces Analysis, this thesis discusses the competitive situation and profitability of the fitness club industry from various perspectives. Based on the above analysis, this thesis also summarizes the three key factors of the fitness club industry, which are "high entry barrier", "Economies of scale" and "low degree of substitution". The thesis explores Power Wind with case study, evaluates the core resources and capabilities of Power Wind, and discusses the innovation in business operation and brand marketing. Then using BCG matrix to analyze the Power Wind’s current business situation. And the thesis also analyzes the impact of Covid-19 on the Power Wind’s revenue and fitness club industry, as well as Power Wind’s coping strategies. Finally, supplemented by the industry’s latest development direction challenges, giving suggestions for the Power Wind’s future direction. After careful research and analysis, understanding the Power Wind leads the company to grow steadily through accurate decision-making by Mr. 陳尚仁 and Mr. 陳尚義. Besides, Power Wind has the proper business development strategies, so that Power Wind keeps fitness factory membership and trainer fee in the position of star business, and works hard in the sales of PW SPORTS NUTRITION which is its self-owned brand products and S klub children’s fitness club, hoping to get rid of the problematic business somedays. In addition, Power Wind still needs to deepen the management of membership, through the O2O to improve the satisfaction and loyalty of members, so as to increase the renewal rate of members to retain old customers and continue to expand new fitness factories to acquire new customers. Besides, the research suggests that Power Wind can also think about how to use its own advantages in the fitness industry and launch more self-owned brand products and continue to diversify to create another revenue growth momentum.