2008北京奧運前台灣健身器材產業品牌聯想之研究：以喬山健康科技股份有限公司為例

Taiwanese Fitness Equipment Industry Brand Association Prior to the 2008 Olympic Games in Beijing: Using Johnson Health Technology Co., Ltd. as Example

廖建超(Chien-Chao Liao)

《大專體育學術專刊》 96年度 (2007/05) Pp. 165-171

https://doi.org/10.6695/AUES.200705_96.0026

摘要

2008北京奧運對各個運動產業而言是爭取出頭的機會，而健身器材產業也要在這塊大餅中取得商機。本研究就以台灣第一大、世界前五大的喬山健康科技股份有限公司（以下簡稱喬山公司）為個案，作北京奧運前之品牌策略研究。先以文件分析法探討喬山公司品牌經營之理念，再透過訪談之方式了解當前喬山公司大陸的經營策略，最後用Keller品牌聯想之理論，歸納出喬山公司在大陸品牌聯想經營模式。經研究結果，建議喬山公司主打產品要以Martix品牌切入商用市場，在品牌聯想屬性方面以：一、高價位產品。二、奧運選手之代言機會。三、尊貴身分。四、健康生活之情境為主；在品牌聯想利益方面以：一、多項訓練功能、具回饋資訊。二、符合消費者經驗需求、和健身俱樂部融為一體。三、全民運動認同為主；在品牌態度方面要以：一、建立和消費者獨一無二之情感關係。二、經營自有品牌的健身俱樂部為主。

關鍵字

運動產業 ； 品牌管理

並列摘要

For various sports industries, the 2008 Olympic Games in Beijing is an opportunity to rise to the occasion, and the fitness equipment industry also seeks financial opportunities from this large pie. This study uses Johnson Health Technology Co., Ltd., (henceforth Johnson) the largest fitness equipment company in Taiwan, which also ranks in the top 5 in the world, to conduct brand strategy studies before the Olympic Games in Beijing. First, it uses text analysis to explore the visions of Johnson's brand management, and then use interviews to understand Johnson's current management strategies in China, and finally uses Keller's theory of brand association, to summarize Johnson's operational model of brand association in China. Results show to propose Johnson primarily uses the MATRIX brand to cut into the commercial market, and its brand association character is focused on: (1) expensive products; (2) endorsement opportunities for Olympic athletes; (3) noble status; (4) the context of healthy living. In terms of brand association benefits, it emphasizes: (1) multiple training functions, can give information in feedback; (2) conforms to consumer needs, blends as one with health clubs; (3) popular sports identification. In terms of brand attitude, it emphasizes the creation of a unique emotional relationship with consumers and the management of fitness clubs with its own brands.

並列關鍵字

sport industy ； brand management