在人口老化的社會，運動健康產業逐漸受到民眾的重視，且已成為當前成長快速與競爭激烈的產業之一，健康運動產業在早期被視為休閒性產業，且邁向技術性操作需要由技術人員指導進行相關的運動。然而，健康運動產業的經營與管理模式不容忽視，企業應該具有條理的管理企業才能創造競爭優勢。因此，本研究以客觀角度來探討健康運動產業在價值主張與創新商業模式，藉由個案公司的深度訪談，了解健康運動產業如何能在競爭環境中，掌握具競爭力的經營模式。本研究運用國內外文獻探討、訪談紀錄個案公司商業模式與重視的價值。針對健康運動產業資料整理並對個案資料做差異化分析，進而了解健康運動產業在發展與管理上的差異性。三家運動產業在九宮格商業模式解析之下，了解在關鍵資源方面皆重視員工的在職訓練、在成本結構方面大部分投資在人事成本與硬體設備成本。另外在價值主張的解析得知三家健康運動產業各有特色皆不盡然相同。 In the society of an aging population, the healthy sport industry gradually received attention from the public and became one of the fast-growing and highly competitive industries. The healthy sport industry was regarded as a leisure industry at the early stages. The threshold of entering the healthy sport industry was transformed to a technological-level from a leisure-level, and this progress required the support of the sport technician. However, the business and management model of the health sport industry cannot be ignored. The industry should manage themselves with a systematical approach, which could lead to a great advantage in the competitive environment. Therefore, this paper explores the value proposition of healthy sport industry and innovative business model from an objective perspective. Through in-depth interviews with the case companies, this study enhances the understanding of how the healthy sport industry grasps a valuable and practical business model in the competitive market. Additionally, this research reviewed the domestic and foreign literature and interviewed the case companies for the purpose of recording business model and their crucial value. The sport industry data compilation is used for the differentiation analysis of the case companies, advancing in comprehending the discrepancy in development and management of healthy sport industry. Based on the analysis of Business Model Canvas from the data of three sport industries, this paper confirms that the aspect of critical resource primarily emphasizes on the on-the-job training. In terms of the cost structure, these companies largely invest in personnel costs and hardware equipment costs; also, the analysis of value proposition uncovers that the three sport industries have their own distinguishing features.
