近年隨著台灣人生活水平提高、科技發展的日新月異，娛樂與休閒產業蓬勃發展，台灣人的生活型態產生了巨大的改變，以健康與身心發展健全為由，健身房因此在都會區或非都會區皆四處林立，因此本研究為探討非都會區中小型健身房行銷策略之研究。本研究之研究目的是以深度訪談法針對虎尾區運動肌地中小型健身房創辦者進行訪談，並針對其投入健身產業的行銷策略進行重點訪談。本研究目的在分析探討運動肌地之經營現況與行銷策略，方法：透過文獻分析、個案研究、創辦者深度訪談等方式，分析運動肌地的行銷策略，透過STP分析與行銷8P分析去探討運動肌地的行銷策略，並透過分析結果給予結論與建議，讓創辦者可以透過這份資料進行更進一步的檢視自己的產業進而放眼未來。 In recent years, with the improvement of living standards and rapid technological development in Taiwan, the entertainment and leisure industry has thrived. This has resulted in a significant change in the lifestyle of Taiwanese people, who prioritize health and holistic well-being. As a result, fitness centers have proliferated in both metropolitan and non-metropolitan areas. Therefore, this study aims to investigate the marketing strategies of small and medium-sized fitness centers in non-metropolitan areas. The research objective is to conduct in-depth interviews with founders of small and medium-sized fitness centers in the Huwei area, focusing on their marketing strategies in the fitness industry. The purpose of this study is to analyze and explore the current status and marketing strategies of Huwei Sports Gym. The methods employed include literature analysis, case studies, and in-depth interviews with founders to analyze the marketing strategies of Huwei Sports Gym. STP analysis and the 8Ps of marketing analysis are utilized to investigate the marketing strategies of Huwei Sports Gym. Based on the analysis results, conclusions and recommendations are provided, allowing founders to further evaluate their industry and plan for the future using this information.
