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    題名: 私營運動健身俱樂部定位策略之個案研究
    其他題名: A case studies of positioning strategy for private fitness club
    作者: 竺天翔;Chu, Tien-Hsiang
    貢獻者: 淡江大學企業管理學系碩士在職專班
    關鍵詞: 健身俱樂部;市民運動中心;定位策略;氧妍動能館;fitness club;Taipei city public sport center;positioning strategy;young beauty fitness club
    日期: 2012
    上傳時間: 2013-04-13 11:28:18 (UTC+8)
    摘要: 台灣健身產業的發展在近年來可說是處於谷底的低迷狀態;然而為何運動健身俱樂部產業,會在短短不到10年的時間,從最高峰跌至最谷底,不免會引起眾人的好奇。在前人的研究中,雖有探討國內健身俱樂部發展趨於平緩甚或倒閉的原因,以及健身俱樂部如何以差異化策略尋找產業的藍色海洋的研究,但都未將市民運動中心納入研究比較的對象。因此本研究希望將市民運動中心納入研究比較之對象,以彌補前人研究之不足。
    The fitness industry in Taiwan has come to a halt in recent years.It rouses the speculation that it merely took less than 10 years for the said industry to fall from a peak status to the depression. There are various studies on the causes of such depressing trend in the fitness industry,as well as how fitness clubs seek blue ocean strategy,However the previous research did not consider taipei city public sport center in the studies.The presentation of this study is therefore to include taipei city public sport center in the research hoping to provide a thorough analysis.
    One of the individual case studies is YOUNGBEATY.It is a private operated fitness club established in March 2008,and has been deemed successfully incorporating innovation and differentiation.Under the circumstances of drastic economy downturn and the competition of 10 taipei city public sport centers in the city,YOUNGBEAUTY with only 2 million dollars capital was able to hit its stride with precise and effective business strategies,and eventually gained popularity and reputation in the industry.
    A few renown operators with outstanding performance are chosen as separate case study in order to analyse its capability and strategy in the competition. Through in-depth interviews and analysis, we hope to shed light on the successful business model and operating strategy, and provided recommendations for potential operators in the market.
    The concluding factors of a successful operator could be summarized as below:
    1.Successful cost control
    2.Innovative payment structure
    3.Excellent personnel and service
    4. using focus and differentiation strategies very well
    5.Successful positioning strategy
    The recommendations for potential operator in the future fitness market are:
    1.Diversity on payment structure
    2.Focus on group classes and avoid diversified business to differentiate from taipei city public sport center
    3.Improve quality of staff and service
    4.Set market target on female customers
    5.Cut down building/venue rental cost; enhance geographic proximity
    6.Reduce administrative expenses and wages
    顯示於類別:[企業管理學系暨研究所] 學位論文


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