健身房經營管理分析－以布士特精品健身房為例

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Title:	健身房經營管理分析－以布士特精品健身房為例 Analysis of Gym Management - Take Boost Fitness as an Example
Authors:	林殿宸 LIN, TIEN-CHEN
Contributors:	經營管理學系
Keywords:	健身房;經營策略;行銷策略 Gym;Business Strategy;Marketing Strategy
Date:	2022-08-28
Issue Date:	2022-10-28 08:14:50 (UTC+0)
Publisher:	亞洲大學
Abstract:	本研究的目的在透過與布士特精品健身房創辦人的深度訪談，並了解不同類型健身房的經營現況。透過創業理念及目標、商業模式、消費模式、行銷策略等四個構面來探討布士特精品健身房經營現況，研究結果顯示：一、創業理念及目標：創辦人秉持著「BOOST FITNESS 不只是健身房，更是享受生活的地方」，期望大家養成運動習慣，將運動融入生活。更期望結合「人文、運動、飲食、生活」，作為公司理念。二、商業模式：透過精緻化一對一的客製化課程，以「人」為出發點，並結合「人文、運動、飲食、生活」的精品健身房。三、消費模式：不收年費及月費，全館所有課程採取預約制。四、行銷策略：以「精品健身房」為產品定位；課程費用上以精緻客製化為考量，定價上較其他健身房來的高；以到館消費為最主要銷售通路；招聘專門行銷人員做行銷規劃及活動。現在連鎖健身房越開越多，不同規模、類型的健身房也越來越多。要找到適合的產品定位及定價，做好市場區隔，並且要能做出一系列能吸引消費者目光的行銷企劃，才能有機會在市場上眾多的健身房裡取得一席之地。 The purpose of this study was to interview the founders of Boost Fitness Gym and to understand the current situation of different types of gym operations. Through the four components of entrepreneurial philosophy and goals, business model, consumption pattern, and marketing strategy, the current situation of Boost Fitness Gym operations was examined.I. Founding philosophy and goals: The founder upholds the idea that "BOOST FITNESS is not just a gym, but a place to enjoy life", expecting people to develop exercise habits and integrate exercise into their lives. We also hope to combine "humanities, sports, food and life" as our company philosophy.II. Business model: Through refined one-to-one customized programs, the gym is a boutique gym that takes "people" as its starting point and combines "humanities, sports, food, and life".III. Consumption mode: No annual or monthly fee, all classes are by appointment only.IV. Marketing strategy: "boutique gym" as the product positioning; the course fee is considered to be refined and customized, and the price is higher than other gyms; the main sales channel is to consume at the gym; recruit specialized marketing personnel for marketing planning and activities.The number of gym chains is increasing and so is the number of gyms of different sizes and types. It is important to find the right product positioning and pricing, to differentiate the market, and to create a series of marketing plans that will attract the attention of consumers in order to have a chance to gain a place in the market with many gyms.
Appears in Collections:	[經營管理學系 ] 博碩士論文

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