健身科技公司經營定位策略之個案研究

A Case Study on the Positioning Strategy of Fitness Company in Taiwan

陳唐岳(Tang-Yueh Chen)

指導教授 ： 黃萬傳 博士

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

全球興起的健身熱潮，致健身器材產品為成長最快速的體育用品。在國際健康及運動俱樂部（IHRSA）與美國體育用品製造商協會（SGMA）聯手推展「50M2010」計劃，健身事業成為國際體育運動發展的主流，而健身市場儼然成為各國體育產業所面對的最大市場。伴隨而來的健身器材個人市場、商用市場的商機無限，都將帶動新一波的成長。隨著全球化、生活型態及人口結構的改變和不同世代的差別，人們的消費型態隨之千變萬化，面對激烈競爭的環境，檢視經營的契機，擬定正確的定位策略，期能於全球市場卡位。
本文以設計、生產及銷售健身器材之健身科技公司為個案研究對象，研究其定位模式與方向，透過問卷調查個案公司、主管機關及專家學者等三個群組，對於經營定位策略之企業定位、市場定位與產品定位等構面認知，並經由層級分析法（AHP）計算各構面因素權重，所得結論說明如下：
一、整體構面因素影響定位策略之優先次第，依權重值序分滿足消費者需求、專注產品競爭力創造核心價值、明確的市場區隔、品牌形象、健身專業產品研發能力、企業員工之激勵制度、完整產品線、通路與行銷組合、產品屬性、服務品質、產品品質與功能、產品價格、顧客關係管理、良好公共關係及企業之經營績效殿後。
二、各群組作綜合權重整體分析時，產業界認為「明確的市場區隔」及「專注產品競爭力創造企業核心價值」為最重要之因素，而不同於主管機關及專家學者一致認同「滿足消費者需求」是最重要因素，「專注產品競爭力創造企業核心價值」則列其次，顯見產業界專注產品競爭力創造企業核心價值，提升競爭力。產業界對於「完整產品線」重視程度，與主管機關及專家學者認知則有相當大的差異，產業界以為提供完整的產品服務消費者為要。產業界與主管機關及專家學者認為影響因素權重前三項，雖順序有所不同，但均落於市場及產品兩個定位層面，迎合競爭環境之變遷，尋求分明的市場區隔，以滿足不同消費者需求為導向。

關鍵字

健身科技公司 ； 定位策略 ； 層級分析法

並列摘要

The fitness has been popular in the world, it causes that the fitness equipment products have grown into the fastest sporting goods. Since International Health, Racquet ＆Sports Club Association （IHRSA）, and Sporting Goods Manufacturers Association (SGMA) have promoted the plan of 「50M2010」, the fitness enterprise has become the mainstream in the international sports, and the fitness market has become the biggest market that the various countries’ sports industries should face.
The individual market and commercial market in the fitness equipment have infinite opportunity in business, and they would lead the new growing wave. Since the globalization, lifestyle, population structure, the generation differences, and people’s expenses have changed, the fitness equipment companies expect to be one of the leading companies by inspecting the management turning points and drawing up the right positioning strategy in the steep competition environment,.
This paper is clarified the position strategy and direction in the case company which design, produce, and sell the fitness equipment. This paper would build the empirical model via Analytic Hierarchy Process (AHP) by using the questionnaire survey to the case company, controlling organizations, the experts in order to know the cognitions of position strategy, market position, and the product position in the case company. The results from this paper are listed as following:
1. The influences on the position strategy arrange in order by the weight value are satisfying the customers’ needs, dedicating the core value in competitive product, clearing market segmentation, the brand image, the ability of the developing fitness equipment, the encouragement system for the employees, the complete product line, the combination between the channel and the marketing, the product attribute, the service quality, the product quality and the function, the product price, the management in customer relationship, the good public relation, and the latest is the management achievements in enterprise.
2. The factors in different groups been focused on are different. The industrial field has thought “clearing segmentation” and “paying attention on the product competitive to create the enterprise core value” are the most important factors. However, “satisfying the customers’ needs” are the most important factor for the controlling organizations and the experts, and “dedicating the core value in competitive product” is the next. The industrial field has created the core value by dedicating the product competitive in order to improve the promotion competitive power. The industrial field takes the degree regarding “the complete product line”, which is different from the controlling organizations and the experts have focused on, the industrial field has thought that the most important is providing the integrity product service to satisfy the consumers’ needs. Even though the factors that the industrial field and the controlling organizations and the experts have focused on are different, all of them are in the market and the product positions in order to face the competition environment and seeking the clear market segmentation to satisfy the customers’ needs.

並列關鍵字

Fitness company ； Position strategy ； Analytic Hierarchy Process (AHP)

參考文獻

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