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系統識別號 U0026-0601202022065300
論文名稱(中文) 探討科技健身創業之商業模式: 以Peloton及ClassPass為例
論文名稱(英文) Exploring the Business Model of Technology Fitness Entrepreneurship: A case study of Peloton and ClassPass
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industries Design
學年度 108
學期 1
出版年 108
研究生(中文) 黃以慈
研究生(英文) I-Tzu Huang
學號 PA6044015
學位類別 碩士
語文別 英文
論文頁數 141頁
口試委員 指導教授-陳明惠
口試委員-劉世南
口試委員-楊佳翰
中文關鍵字 科技健身產業  新創公司  科技創新  商業模式  商業模式創新 
英文關鍵字 Technology Fitness industry  Entrepreneurship  Technological innovation  Business model  Business model innovation 
學科別分類
中文摘要 近年來,與日俱增的健康意識以及人們對於體態及塑身等議題的重視,健身風氣也因應大眾對於健康的需求蓬勃發展,屢創新高的產值證明健身產業的市場潛力不容小覷,吸引許多運動健身相關企業及新創公司的投入。除了迅速拓展的大型連鎖健身房,針對消費者特殊需求的精品健身房及科技健身 房也如雨後春筍般增加。供不應求的健身市場不僅反映在健身場館的成長, 也帶動其他健身相關服務及產品的推出,像是穿戴式裝置、科技健身器材或 是個人運動數據追蹤軟體等。
除此之外,因應現代人忙碌的生活方式,如何應用運動創新的健身科技, 為消費者提供高效率、高便利性的運動內容及選擇,從而協助人們建立規律 的運動習慣、促進身心健康,更是成為許多健身科技創業家的主要創業目標。然而,消費者的多元需求以及不斷變化的市場趨勢,導致許多新創公司在如此高度競爭的環境難以生存,因此,除了擁有不斷科技創新的能量,可長期經營的商業模式創新對於創業者來說也是不可或缺的必要因素。
美國不僅是健身文化的發源地,更擁有全球最大的健身市場及產值。因 而,此研究欲探討美國兩大知名科技健身新創公司的商業模式,藉由比較分析該案例,如何運用創新之商業模式及科技為顧客及企業本身創造價值,歸納出科技健身新創公司可長期經營的關鍵要素。
此外,本研究將針對台灣的潛在消費族群進行問券調查,探索該族群對於 科技健身科技之實際需求及認知。最後,綜合案例比較及問券結果分析,提出對於台灣科技健身新創公司進行商業模式創新之建議,其觀點亦可作為未來科技健身相關研究之參考。
英文摘要 Over the past few years, people are getting conscious about fitness and changing their lifestyle for better health. With the demand of fitness solutions for busy individuals, technological innovations and alternate exercise options are introduced to the fitness industry. Hence, technology fitness startups are growing rapidly to meet the requirement for immediacy, convenience, and flexibility of fitness-obsessed consumers.
The rapid growth of fitness technology industry bring not only opportunities, but also challenges to technology-based fitness startups. This research aim to analyze overseas experience of technology fitness entrepreneurship in the U.S. about how to develop successful business models, taking advantage of the emerging opportunities as well as creating value from satisfying customer’s demand with technologic innovation.
Through approach of case study and comparative analysis, this research is expected to identify key factors that can impact the sustainability of technology fitness entrepreneurship. Online questionnaire will be adopted to investigate the universality and acceptance of fitness technology in Taiwan and exploring the traits of potential target group as well.
The research result will be applied to form a reciprocal reference from a contrasting perspective between entrepreneurship and customer to identify key factors of a business model innovation that can generate some suggestions for the technology fitness entrepreneurship in Taiwan to develop a long-term business.
論文目次 CHAPTER 1: Introduction 1
1.1 Research background 1
1.2 Research motivation and research value 3
1.3 Research objectives 5
1.4 Research questions 5
CHAPTER 2. Literature review 6
2.1Fitness 7
2.1.1The historical path of fitness culture and fitness definition 7
2.1.2 Fitness industry 10
2.1.3 From Fitness to Technology Fitness 12
2.1.4 The revival of Taiwan’s fitness industry 16
2.2 Technology Fitness Entrepreneurship 19
2.2.1 Entrepreneurship 19
2.2.2 Sport Entrepreneurship 20
2.2.3 Technology Entrepreneurship 22
2.2.4 Similarities among entrepreneurship, sports entrepreneurship and technology entrepreneurship 24
2.3 Technology Fitness Entrepreneurship Today 26
2.3.1 Opportunities and Challenges 26
2.3.2 Current Trends in the US 29
2.4 Business model 30
2.4.1 Definition and development 30
2.4.2 Business model framework- Business model canvas 34
2.4.3 Business model innovation 38
CHAPTER 3. Methodology 43
3.1 Research design 43
3.1.1 Research framework 43
3.1.2 Research procedure 45
3.2 Research methodology 46
3.2.1 Case study 46
3.2.2 Comparative analysis 51
3.2.3 Online questionnaire survey 51
3.3 Data collection and analysis 52
CHAPTER 4. Case data collection and analysis 52
4.1 Peloton business model 53
4.1.1 Vertically integrated business strategy 53
4.1.2 Value proposition 54
4.1.3 Key activities 56
4.1.4 Customer segments 57
4.1.5 Customer relationship 57
4.1.6 Key partners 58
4.1.7 Revenue streams and cost structure 58
4.2 ClassPass business model 61
4.2.1 Horizontally integrated business strategy 61
4.2.2 Pricing strategy evolution 62
4.2.3 Value proposition 67
4.2.4 Key activities 69
4.2.5 Customer segments & Customer relationship 70
4.2.6 Key partners 71
4.2.7 Cost structure and Revenue stream 72
CHAPTER 5. Finding and analysis 75
5.1 Latest fitness cultural phenomenon in the U.S. 75
5.1.1 Unused gym membership 75
5.1.2 The rise of boutique fitness studio 76
5.1.3 The millennial lifestyle is redefining fitness industry 78
5.2 Comparative analysis 80
5.2.1 The worthiness and value of adopting comparative analysis to selected cases 80
5.2.2 Business model comparison between traditional fitness and technology fitness entrepreneurship 81
5.2.3 Similarities 85
5.2.4 Difference 88
5.2.5 Finding and Discussion from similarities and differences 95
5.3 Questionnaire survey analysis 100
5.3.1 Questionnaire design 100
5.3.2 Questionnaire data analysis 102
5.4 Key findings of this research 105
5.4.1 The millennial lifestyle and fitness habits 105
5.4.2 Opportunities to develop the unsaturated technology fitness market 106
5.4.3 Self-oriented value proposition 107
5.4.4 Comprehensive discussion and cultural implications 108
CHAPTER 6. Conclusion and future study 109
6.1 Conclusion 109
6.2 Research contribution and limitation 111
6.2.1 Theoretical approach and practical approach 111
6.2.2 Research limitation 112
6.3 Suggestion for future study 113
References 114
Appendix 1. Questionnaire questions 133
Appendix 2. Questionnaire data 135
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