台灣健身器材零售市場經營策略之研究-以J公司為例

A Study on the Management Strategy of Taiwan Fitness Equipment Retail Marketing - A Case Study of J-Company

賈若宸(Jo-Chen Chia)

指導教授 ： 王親仁

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2017年)

摘要

隨著人口老化及維持健康身體機能需求，各年齡層的運動健身意識不斷增進，對健身器材需求持續攀升，為健身器材業者帶來新的市場拓銷機會，推估未來台灣健身器材市場將呈現逐年成長趨勢。運動健身器材市場，可分為商用與家用市場，除了商用健身器材產品的銷售將會持續增長外，家用健身器材產品的需求亦逐年增加。
本研究以J公司為對象並配合質性研究深度訪談法，主要五位受訪者為現職於J公司擔任管理要職，即經理以上職務及相關健身器材年資超過10年以上，分別探討零售健身器材產業結構、五力分析、SWOT、PEST分析以了解J公司經營策略。
本研究發現全球健康器材最大的消費市場為美國，伴隨著健身觀念的興起，歐洲、日本及大陸市場的潛力也逐漸發酵。五力分析發現，J公司持續推出創新產品，結合科技功能推出APP及虛擬實境的健身器材，讓產品線更加的多元性，以鎖定不同客戶群。然而SWOT及PEST分析顯示銷售據點持續拓展、從生產到銷售至維修的一條龍營運模式、強化客戶的售後服務及報修在72小時內(未來更朝向48小時內)完成維修的時效性服務等，是使消費者更有保障的成功服務策略。

關鍵字

健身器材產業結構 ； 五力分析 ； SWOT分析 ； PEST分析 ； 經營策略

並列摘要

Regarding the aging population and the need of maintaining normal body function, the concept of fitness for all ages is enhancing and the demand of fitness equipment has been increasing. It has brought new marketing opportunities for fitness industry and will induce a high growth rate in the future fitness market in Taiwan. The fitness equipment industry can be divided into two segments, the commercial and home use markets. In addition to the sales of commercial fitness equipment will continue to grow, the demand of home use has an upward trend.
This study takes J company as the case and conducts a qualitative research with in-depth interviewing method. The five main interviewees are currently the high management level in the J company who their positions are managers or above with at least ten years of experience in the fitness industry. In order to understand the business strategy of the company, this study provides the industry structure of fitness equipment retails and the analysis of five forces, SWOT and PEST.
The study shows the United States is the largest consumer market in the global fitness equipment industry and the potential markets are Europe, Japan and China. The five forces analysis indicates J company has been launching innovative products combined with high-technology features such as mobile applications and VR goggles. It results in more diversified product lines which could target different customer groups. Furthermore, the SWOT and PEST analysis show that expanding sales locations、 providing one-stop service (form production to sales and maintenance)、improving after-sales service and having in-time and effectiveness of maintenance service (the working hours of maintenance are within 72 which will be decreased to 48 in the future) are the successful strategy of customer services.

並列關鍵字

fitness equipment industry structure ； five force analysis ； SWOT analysis ； PEST analysis ； business strategy

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