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題名 運動營養補充品之創業計畫
Business Plan for Supplements in Sport Nutrition
作者 黎乃良
Li, Nai-Liang
貢獻者 邱志聖
黎乃良
Li, Nai-Liang
關鍵詞 4C策略行銷分析
交易成本理論
創業計畫
運動前營養補充品
健身重訓
4C Strategic Marketing Analysis
Transaction Cost Theory
Business plan
Pre-workout nutritional supplements
Strength training
日期 2021
上傳時間 10-Feb-2022 12:59:44 (UTC+8)
摘要 健身重訓愛好者為達到高品質的訓練，可訴諸運動前營養補充品(Pre-workout nutritional supplements)的幫助，健身重訓在台灣越來越普及，運動前營養補充品有未被滿足的市場需求，遂有運動營養補充品創業計畫之構想，以期台灣健身重訓愛好者能使用優質運動前營養補充品。
     本研究以網路問卷了解目標族群的需求及特性，做出市場區隔及產品定位，以策略行銷4C架構進行買者成本分析，從目標消費者的觀點出發，全面分析消費者購買成本，從而了解本品牌pre-workout的競爭力，及擬定具有優勢的行銷策略。
Strength training enthusiasts might resort to pre-workout nutritional supplements to have quality training. Strength training is more and more popular in Taiwan. There is an unmet market demand for pre-workout nutritional supplements. Herein I propose a business plan for pre-workouts in the hope that high-quality pre-workouts are made available to Taiwan`s strength training enthusiasts.
     This research analyzed the collected data from online questionnaires to understand the needs and characteristics of the target customers, thereby making market segmentation and product positioning. We conduct buyer cost analysis based on the 4C framework of strategic marketing model, which comprehensively analyzes consumer purchase costs from the perspective of target consumers. This study gave us better insight into the competitiveness of the brand`s pre-workouts and guided us to form advantageous marketing strategies.
參考文獻 參考文獻
     中文文獻
     1. 邱志聖 (2020)，策略行銷分析：架構與實務應用第五版。台北：智勝出版社。
     2. 邱淑宜 (2020)，專訪怪獸訓練創辦人何立安：40歲前開始肌力訓練，保有行動能力到人生登出那一天。檢自：https://www.commonhealth.com.tw/article/82923 (Oct. 24, 2021)
     3. 陳立融 (2018)，營養補充劑消費者行為調查:大學運動員的研究。大仁科技大學製藥科技研究所碩士論文，屏東縣。 檢自https://hdl.handle.net/11296/xa6a2r (Oct. 24, 2021)
     4. 曾怡鈞、許美智 (2020)，運動禁藥：選手該注意的五件事。國民體育季刊，49:2(202)， 67-73
     5. 經濟部工業局 (2021)， 2019 國內保健營養食品產值暨產業概況分析。檢自https://www.functionalfood.org.tw/pld/2019%E4%BF%9D%E5%81%A5%E7%87%9F%E9%A4%8A%E9%A3%9F%E5%93%81%E7%94%A2%E6%A5%AD%E7%8F%BE%E6%B3%81%E8%AA%BF%E6%9F%A5%E5%A0%B1%E5%91%8A.pdf (Oct. 11, 2021)
     6. TCI 大江生醫 (2019)，運動、提神 「機」不可失。檢自https://www.tci-bio.com/zh-tw/trend/2019-09-sport-supplement (Oct 11, 2021)
     7. YOHO潮流志 (2016)，聽說最近流行又翹又嫩的蜜桃臀，想要的舉個爪！檢自：https://read01.com/7GLNm.html (Oct. 24, 2021)
     8. 曲潔君(2020)，年輕人通通都一樣？錯了！從Y世代與Z世代的差異，看如何抓住年輕人痛點！檢自https://www.smartm.com.tw/article/36323733cea3 (Oct 11, 2021)
     9. 亞洲健康互聯海外中心(2019)，運動風潮起 掘金百億運動營養品市場。檢自http://everglow.com.tw/infoDetail.asp?id=1477 (Oct 11, 2021)
     10. 財團法人台灣網路資訊中心(2020)， 2020台灣網路報告。檢自https://report.twnic.tw/2020/assets/download/TWNIC_TaiwanInternetReport_2020_CH.pdf (Oct 11, 2021)
     11. 謝進盛 (2021)，讀書不忘練健身 南光高中健美比賽學子秀肌肉。檢自：https://udn.com/news/story/6898/5791328 (Oct. 24, 2021)
      
     英文文獻
     1. Barney, J. B., & Ouchi, W. G. (1986). Organizational economics. San Francisco: Jossey-Bass, Publishers, p. 495.
     2. Bescós, R., Sureda, A., Tur, J. A., & Pons, A. (2012) The effect of nitric-oxide-related supplements on human performance. Sports Med, 42(2):99–117. doi: 10.2165/11596860-000000000-00000
     3. Buford, T. W., Kreider, R. B., Stout, J. R., Greenwood M., Campbell B., Spano M., Ziegenfuss T., Lopez H., Landis J., & Antonio J. (2007) International Society of Sports Nutrition position stand: creatine supplementation and exercise. J Int Soc Sports Nutr, 4: 6. doi: 10.1186/1550-2783-4-6
     4. Calatayud, J., Vinstrup, J., Jakobsen, M. D., Sundstrup, E., Brandt, M., Jay, K., Colado, J. C., & Andersen L. L. (2016). Importance of mind‑muscle connection during progressive resistance training. Eur J Appl Physiol, 116(3), 527-533. doi: 10.1007/s00421-015-3305-7
     5. Coase, R. H. (1937) The Nature of the Firm. Economica, 4 (3), 386-405.
     6. Correa, J. (2015). The Ultimate Bodybuilding Training Program: Increase Muscle Mass in 30 Days or Less Without Anabolic Steroids, Creatine Supplements, or Pills. Orlando, U.S.：Finibi Inc.
     7. Figueroa A., Wong A., Jaime S. J., & Gonzales J. U. (2017) Influence of L-citrulline and watermelon supplementation on vascular function and exercise performance. Curr Opin Clin Nutr Metab Care, 20(1):92–98. doi: 10.1097/MCO.0000000000000340
     8. Grand View Research. (2020). Pre-workout Supplements Market Size, Share & Trends Analysis Report by Form (Powder, Capsule, Ready To Drink), by Distribution Channel (Online, Offline), by Region, and Segment Forecasts, 2020 – 2027 (Report ID: GVR-3-68038-875-6). San Francisco, CA：Grand View Research, Inc..
     9. Guest, N. S., VanDusseldorp, T. A., Nelson, M. T., Grgic, J., Schoenfeld, B. J., Jenkins, N. D., Arent, S. M., Antonio, J., Stout, J. R., Trexler, E. T., & Abbie E. Smith-Ryan, Erica R. Goldstein, Douglas S. Kalman & Campbell, B. I. (2021). International society of sports nutrition position stand: caffeine and exercise performance. J. Int. Soc. Sports Nutr, 18(1), 1-37. doi: 10.1186/s12970-020-00383-4
     10. Harty, P. S., Zabriskie, H. A., Erickson, J. L., Molling, P. E., Kerksick, C. M., & Jagim, A. R. (2018). Multi-ingredient pre-workout supplements, safety implications, and performance outcomes: J. Int. Soc. Sports Nutr, 15(1), 1-28. doi: 10.1186/s12970-018-0247-6
     11. Hoffman, J. R., Ratamess, N. A., Ross, R., Shanklin, M., Kang, J., & Faigenbaum, A. D. (2008). Effect of a pre-exercise energy supplement on the acute hormonal response to resistance exercise. J Strength Cond Res, 22(3), 874-882. doi:10.1519/JSC.0b013e31816d5db6
     12. Jagim, A. R., Jones, M. T., Wright, G. A., Antoine, C. S., Kovacs, A., & Oliver, J. M. (2016). The acute effects of multi-ingredient pre-workout ingestion on strength performance, lower body power, and anaerobic capacity. J Int Soc Sports Nutr, 13(1), 1-10. doi: https://doi.org/10.1186/s12970-016-0122-2
     13. Kaczka, P., Batra, A., Kubicka, K., Maciejczyk, M., Rzeszutko-Bełzowska, A., Pezdan-Śliż, I., Michałowska-Sawczyn, M., Przydział, M., Płonka, A., Cięszczyk, P., Humińska-Lisowska, K., & Zając, T. (2020). Effects of pre-workout multi-ingredient supplement on anaerobic performance: randomized double-blind crossover study. Int. J. Environ. Res. Public Health, 17(21), 8262. doi: 10.3390/ijerph17218262
     14. Kedia, A. W., Hofheins, J. E., Habowski, S. M., Ferrando, A. A., Gothard, M. D., & Lopez, H. L. (2014). Effects of a pre-workout supplement on lean mass, muscular performance, subjective workout experience and biomarkers of safety. Int J Med Sci, 11(2), 116 -26. doi: 10.7150/ijms.7073
     15. Kreider, R. B., Kalman, D. S., Antonio, J., Ziegenfuss, T. N., Wildman, R., Collins, R., Candow D. G., Kleiner S. M., Almada A. L., & Lopez, H. L. (2017). International Society of Sports Nutrition position stand: safety and efficacy of creatine supplementation in exercise, sport, and medicine. J Int Soc Sports Nutr, 14(1), 1-18. doi: 10.1186/s12970-017-0173-z
     16. Kuo, I. Y., & Ehrlich, B. E. (2015). Signaling in muscle contraction. Cold Spring Harbor perspectives in biology, 7(2), a006023. https://doi.org/10.1101/cshperspect.a006023
     17. Peterson, M. D., Pistilli, E., Haff, G. G., Hoffman, E. P., & Gordon, P. M. (2011). Progression of volume load and muscular adaptation during resistance exercise. Eur J Appl Physiol. 111(6): 1063–1071. doi: 10.1007/s00421-010-1735-9
     18. Schmitz, S. M., Hofheins, J. E., & Lemieux, R. (2010). Nine weeks of supplementation with a multi-nutrient product augments gains in lean mass, strength, and muscular performance in resistance trained men. J Int Soc Sports Nutr,7(1), 1-9. doi: 10.1186/1550-2783-7-40.
     19. Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. J. of the Acad. Mark. Sci. 28, 150–167. https://doi.org/10.1177/0092070300281014
     20. Sutton E. E., Coll M. R., & Deuster P. A. (2005) Ingestion of Tyrosine: Effects on Endurance, Muscle Strength, and Anaerobic Performance. Int. J. Sport Nutr Exerc Metab,15(2), 173–185. doi: https://doi.org/10.1123/ijsnem.15.2.173
     21. Trexler, E. T., Smith-Ryan, A. E., Stout, J. R., Hoffman, J. R., Wilborn, C. D., Sale, C., Kreider R. B., Jäger R., Earnest C. P., Bannock L., Campbell B., Kalman D., Ziegenfuss T. N., & Antonio, J. (2015). International society of sports nutrition position stand: Beta-Alanine. J Int Soc Sports Nutr, 12(1), 1-14. doi: 10.1186/s12970-015-0090-y
     22. Williamson, O. E. (1975). Market and Hierarchies: Analysis and Antitrust Implication. New York, NY: The Free Press.
     23. Williamson, O. E. (1985). The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting. New York, NY: The Free Press.
     24. Williamson, O. E. (1991). Comparative Economic Organization: The Analysis of Discrete Structural Alternatives. Administrative Science Quarterly, 36(2), 269–296. https://doi.org/10.2307/2393356
     25. Wolfe R. R. (2017). Branched-chain amino acids and muscle protein synthesis in humans: myth or reality? J Int Soc Sports Nutr, 14(1), 1-7. doi: 10.1186/s12970-017-0184-9
     26. LeDoux, M. (2020). Innovation in sports nutrition. Retrieved from https://www.naturalproductsinsider.com/sports-nutrition/innovation-sports-nutrition (Oct10, 2021)
     27. Matthew, S. (2020). Fitness Aspirations at Home Drive Pre-Workout Category Growth. Retrieved from https://clearcutanalytics.com/fitness-aspirations-at-home-drive-pre-workout-category-growth/ (Oct 11, 2021)
      
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
108932167
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108932167
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (Authors) 黎乃良zh_TW
dc.contributor.author (Authors) Li, Nai-Liangen_US
dc.creator (作者) 黎乃良zh_TW
dc.creator (作者) Li, Nai-Liangen_US
dc.date (日期) 2021en_US
dc.date.accessioned 10-Feb-2022 12:59:44 (UTC+8)-
dc.date.available 10-Feb-2022 12:59:44 (UTC+8)-
dc.date.issued (上傳時間) 10-Feb-2022 12:59:44 (UTC+8)-
dc.identifier (Other Identifiers) G0108932167en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/138909-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 108932167zh_TW
dc.description.abstract (摘要) 健身重訓愛好者為達到高品質的訓練，可訴諸運動前營養補充品(Pre-workout nutritional supplements)的幫助，健身重訓在台灣越來越普及，運動前營養補充品有未被滿足的市場需求，遂有運動營養補充品創業計畫之構想，以期台灣健身重訓愛好者能使用優質運動前營養補充品。
     本研究以網路問卷了解目標族群的需求及特性，做出市場區隔及產品定位，以策略行銷4C架構進行買者成本分析，從目標消費者的觀點出發，全面分析消費者購買成本，從而了解本品牌pre-workout的競爭力，及擬定具有優勢的行銷策略。		zh_TW
dc.description.abstract (摘要) Strength training enthusiasts might resort to pre-workout nutritional supplements to have quality training. Strength training is more and more popular in Taiwan. There is an unmet market demand for pre-workout nutritional supplements. Herein I propose a business plan for pre-workouts in the hope that high-quality pre-workouts are made available to Taiwan`s strength training enthusiasts.
     This research analyzed the collected data from online questionnaires to understand the needs and characteristics of the target customers, thereby making market segmentation and product positioning. We conduct buyer cost analysis based on the 4C framework of strategic marketing model, which comprehensively analyzes consumer purchase costs from the perspective of target consumers. This study gave us better insight into the competitiveness of the brand`s pre-workouts and guided us to form advantageous marketing strategies.		en_US
dc.description.tableofcontents 謝誌 I
     摘要 II
     ABSTRACT III
     第一章 緒論 1
     第一節 前言 1
     第二節 創業背景 3
     第三節 創業目標 5
     第二章 文獻回顧 6
     第一節 運動前營養補充劑的成分 6
     第二節 運動前營養補充劑的定義 7
     第三節 交易成本理論 11
     第四節 策略行銷4C理論 12
     一、 外顯單位效益成本 (C1) 13
     二、 資訊搜尋成本 (C2) 14
     三、 道德危機成本 (C3) 15
     四、 專屬陷入成本 (C4) 15
     第三章 大環境分析及產業分析 18
     第一節 運動市場成長分析 18
     第二節 台灣產業現況 22
     第三節 運動營養補充品的消費者 23
     第四節 產業分析 24
     第四章 市場區隔及產品定位 27
     第一節 消費者輪廓及買者需求分析 27
     一、 針對運動地點交叉分析 28
     二、 針對運動前營養補充品的接受度 29
     三、 針對運動前營養補充品使用程度 30
     四、 針對運動健身目的 31
     五、 針對運動前營養補充品的成分偏好 32
     第二節 用戶的痛點 33
     第三節 品牌特色/產品模式差異化 34
     第四節 獨特的銷售主張 (USP，UNIQUE SELLING PROPOSITION) 35
     第五章 4C架構分析 36
     第一節 外顯單位效益成本 (C1) 36
     第二節 買者資訊搜尋成本(C2) 41
     第三節 買者道德危機成本(C3) 46
     第四節 買者專屬陷入成本(C4) 48
     第六章 總結 53
     參考文獻 54
     中文文獻 54
     英文文獻 55
     附錄 問卷連結 58
     
     圖目次
     圖 1-2-1 有效增肌減脂的要素示意圖 4
     圖 2-1-12 GOOGLE TREND中PRE-WORKOUT 2008/01/01-2021/01/01的搜尋聲量趨勢圖 6
     圖2-2-13兒茶酚胺代謝路徑圖 9
     圖2-3-14產品之外顯成本與內隱成本結構圖 12
     圖2-3-25外顯單位效益成本組成圖 13
     圖2-3-36買者效用FAB架構圖 14
     圖2-3-47策略行銷分析架構圖 17
     圖3-1-182016-2027美國運動前營養補充品市場規模(依產品別)成長趨勢圖 18
     圖3-1-292016-2017美國運動前營養補充品市場規模(依產品型態)成長趨勢圖 20
     圖3-1-310全球運動前營養補充品市場通路狀況圖 21
     圖3-2-111台灣健身產業成長趨勢圖 23
     圖3-4-112運動前營養補充品市場五力分析圖 24
     圖4-1-113目標族群主要的運動場所的調查結果圖 28
     圖4-1-214目標族群對營養補充劑的意見調查結果圖 29
     圖4-1-315目標族群使用運動前營養補給品的意願強弱調查結果圖 30
     圖4-1-416目標族群運動健身的目的調查結果圖 31
     圖4-1-517目標族群對運動營養補給品的成分偏好調查結果圖 32
     圖4-2-118運動營養補充品檢驗合格標章圖 33
     圖5-1-119外顯單位效益成本的公式圖 36
     圖5-1-220本品牌PRE-WORKOUT 之產品概念圖 40
     圖5-1-321網路服務項目前五名 45
     
      
     表目次
     表2-2-1多成分運動前營養補充品和市面上常見的機能膳食補充品的比較表 7
     表5-1-12本品牌和競品之比較表 37
     表5-1-23本產品與競品M牌 之FAB 比較表 41
     表5-1-34PRE-WORKOUT消費子族群之資訊不對稱程度與降低C2的相應方法表 46
     表 5-1-454C分析比較表 49		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108932167en_US
dc.subject (關鍵詞) 4C策略行銷分析zh_TW
dc.subject (關鍵詞) 交易成本理論zh_TW
dc.subject (關鍵詞) 創業計畫zh_TW
dc.subject (關鍵詞) 運動前營養補充品zh_TW
dc.subject (關鍵詞) 健身重訓zh_TW
dc.subject (關鍵詞) 4C Strategic Marketing Analysisen_US
dc.subject (關鍵詞) Transaction Cost Theoryen_US
dc.subject (關鍵詞) Business planen_US
dc.subject (關鍵詞) Pre-workout nutritional supplementsen_US
dc.subject (關鍵詞) Strength trainingen_US
dc.title (題名) 運動營養補充品之創業計畫zh_TW
dc.title (題名) Business Plan for Supplements in Sport Nutritionen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 參考文獻
     中文文獻
     1. 邱志聖 (2020)，策略行銷分析：架構與實務應用第五版。台北：智勝出版社。
     2. 邱淑宜 (2020)，專訪怪獸訓練創辦人何立安：40歲前開始肌力訓練，保有行動能力到人生登出那一天。檢自：https://www.commonhealth.com.tw/article/82923 (Oct. 24, 2021)
     3. 陳立融 (2018)，營養補充劑消費者行為調查:大學運動員的研究。大仁科技大學製藥科技研究所碩士論文，屏東縣。 檢自https://hdl.handle.net/11296/xa6a2r (Oct. 24, 2021)
     4. 曾怡鈞、許美智 (2020)，運動禁藥：選手該注意的五件事。國民體育季刊，49:2(202)， 67-73
     5. 經濟部工業局 (2021)， 2019 國內保健營養食品產值暨產業概況分析。檢自https://www.functionalfood.org.tw/pld/2019%E4%BF%9D%E5%81%A5%E7%87%9F%E9%A4%8A%E9%A3%9F%E5%93%81%E7%94%A2%E6%A5%AD%E7%8F%BE%E6%B3%81%E8%AA%BF%E6%9F%A5%E5%A0%B1%E5%91%8A.pdf (Oct. 11, 2021)
     6. TCI 大江生醫 (2019)，運動、提神 「機」不可失。檢自https://www.tci-bio.com/zh-tw/trend/2019-09-sport-supplement (Oct 11, 2021)
     7. YOHO潮流志 (2016)，聽說最近流行又翹又嫩的蜜桃臀，想要的舉個爪！檢自：https://read01.com/7GLNm.html (Oct. 24, 2021)
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dc.identifier.doi (DOI) 10.6814/NCCU202200133en_US