健康運動器材廠商市場競爭力分析-以J公司為例

Analyzing Market Competitiveness of Fitness Equipment Manufacturers – Taking Company J as an Example

胡俊哲(Chun-Che Hu)

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(2015年)

摘要

國內健康運動器材產業發展，從80年代草創期替歐美廠商代工製造的OEM/ODM學習階段，到21世紀初的OBM自我品牌行銷，至2015年已成為3C技術蓬勃發展且需迎合現今雲端技術的高科技新興產業之一。

當前全球健康器材產業，已是一個由五大領導廠商(ICON, LIFE, J公司, Technogym, Precor)主宰之寡佔市場，且持續朝3C化及高科技化發展的方向邁進。本文以全球第三大J公司為個案公司，藉由SWOT分析，五力分析，競爭力分析等方法來分析推論出業界發展趨勢及建議業界競爭生存發展的必要經營策略方向。

產業的主要發展趨勢為中國等亞洲市場的逐漸興起，OPP及BRICS輕商用市場之開發及價格競爭仍會持續激烈，因此器材設備設計仍朝一機多功能方向發展，且其儀錶控制會更e化及仍將持續搭配3C科技產品一起連結使用，至於家用市場產品仍將持續激烈價格競爭，商用市場產品也仍將朝差異化創新及行銷定位策略發展，至於醫療器材產品之市場需求預估會增大，因此產品設計應朝更嚴格的產品安規，高舒適度及節能省炭化來發展。

業界競爭生存發展之主要經營策略方向應持續經營發展全球國際行銷與研發創新競爭能力，同時應發展有效率及有執行力的全球經營及管理系統，建立快速及有效率的新產品開發團隊，並且發展VAVE價值分析工程及成本結餘(Cost Saving)之改善能力。

關鍵詞： SWOT分析，五力分析，競爭力分析。

關鍵字

SWOT分析 ； 五力分析 ； 競爭力分析

並列摘要

Speaking of the development of fitness equipment industry in Taiwan, it has developed from the initial stage of OEM/ODM learning for US and EU brand companies in 1980s to the stage of OBM marketing own brand products in the early 21 century, then has become one of the high technology and promising industries with enhanced 3C (computer, communication and consumer devices) technologies to meet the needs of modern cloud technologies in 2015.

Global fitness equipment industry nowadays has become an oligopoly market dominated by the 5 leading companies (ICON, LIFE, Company J, Technogym, Precor), and will continue moving forward the directions of compatible design with the 3C products and the advanced technologies. This thesis chooses Company J, the third of the world, as the case study to analyze and infer the development trend and the market competitiveness of fitness equipment industry by means of SWOT analysis, Porter 5 forces analyses and competitiveness analysis, then offer some critical management strategies for survival in the industry.

Due to gradually rising power of Asia market like China, the key trends of the industry are the continual development and pricing competition in OPP and BRICS light commercial markets, therefore the multifunctional design for the equipment will be the progressive direction which is more electronic console operations and compatible usage together with the 3C products. A fierce pricing competition will still continue in home products market. Furthermore, a differentiated innovation and marketing position strategies will still be the development direction in commercial products market. The market demand for the medical related equipment is increasing, so the products design would be requested toward more strict safety regulatory, much higher comfortable and energy saving usage.

The main management strategies for survival in the industry should continually progress a global international marketing and innovative development competitiveness, then also to develop an efficient and executable global business management system and to build a swift and efficient NPD team, and to expand having a VAVE analysis system and cost saving improvement power.

Keywords: SWOT Analysis, 5 Force Analyses, Competitiveness Analysis.

並列關鍵字

SWOT Analysis ； 5 Force Analyses ； Competitiveness Analysis

參考文獻

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