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題名 享樂健身
Beyond Fitness Studio作者 吳家聿
Wu, Chia-Yu貢獻者 劉秀明
Liu, Sandra
吳家聿
Wu, Chia-Yu關鍵詞 運動
網絡
友誼
社區發展
慈善
Exercise
Networking
Friendship
Community development
Charity日期 2022 上傳時間 9-Mar-2023 18:28:36 (UTC+8) 摘要 This business plan is about building up a fitness studio named “Beyond Fitness Studio” that combines exercise, friendship, and networking in Taiwan. The objective is to create an environment that seems like an extension of home for the non-athlete; familiarity and safety are the key components. This project looks at the current market situation, purpose of the business, an analytical report from a similar industry, a business model, a situational and financial analysis, community development and future development. Beyond Fitness Studio a has competitive marketing position, more precisely, there are four differences to motivate people, (1), flexible payment packages, (2), unique exercise environment, (3) support local community, and (4) meet new friends and expand networking circle. Meanwhile, 1% of the revenue will be donated to the charity foundation, such as “1% for the planet” which allows users to know they can make the world better. To make this report more pragmatic, it is to consider relevant factors to fullest extent to achieve a complete and realistic business plan. 參考文獻 【關鍵報告】健身產業分析！用 EBITDA 評價法估算健身工廠（上市公司）(2020). 擷取至: https://blog.fugle.tw/use-ebitda-to-check-if-fitnessfactory-is-undervalued/ 【鏟肉商機1】全台600家健身房搶百億大餅看好台青掏錢直追港韓 (2020). 擷取至: https://tw.appledaily.com/life/20200128/DBV4C3FABEZBHARKPIOYJUCAHM/ 健身房產業調查報告(公開版) (2021). 擷取至: https://www.twtrend.com/trend-detail/gymsurvey01/ 全球疫情下，一股新興運動風潮漸漸崛起—Bubble Yoga (2021). 擷取至: https://havfit.com/fitness/cgdxkf2d 跟上運動風潮洞悉健身習慣消費商機 (2019). 擷取至: https://magazine.feg.com.tw/magazine/tw/magazine_detail.aspx?id=11565 【新興領域：7月焦點1】運動科技新革命專題1：全球運動科技趨勢與投資概況 (2021). 擷取至: https://findit.org.tw/researchPageV2.aspx?pageId=1772 Amarillo Town Club. (2018, Aug). 6 REASONS WHY YOU SHOULD TAKE A GROUP FITNESS CLASS. Retrieved from https://www.amarillotownclub.com/6-reasons-why-you-should-take-a-group-fitness-class/ Anne, R. (2020, Sep). 11 Reasons Peloton Members Say The Peloton Bike is Worth The Investment. Retrieved from https://blog.onepeloton.com/11-reasons-peloton-members-say-the-peloton-bike-is-worth-the-investment/ Annie, D. , Bindiya, G. (2020, Mar). The Real Reason Exercise Makes You Happy, According To Research On The Brain. Retrieved from https://www.mindbodygreen.com/0-10798/6-reasons-why-exercise-makes-you-happy.html Ashish, S. ,Vishal, M, and Frederick, D. (2006, Aug). Exercise for Mental Health. BBC. (2022, Jul). Weekend burst of exercise can be enough to stay fit. Retrieved from https://www.bbc.com/news/health-62040665 Emma, H. (2021. Oct). POST-PANDEMIC FITNESS TRENDS REVEALED. Retrieved from https://www.lesmills.com/fit-planet/fitness/post-pandemic-fitness-trends/#:~:text=Home%20exercise%20is%20here%20to%20stay&text=As%20we%20emerge%20from%20the,between%20live%20and%20digital%20exercise Fitnessfactory. (2022). 課程介紹. Retrieved from https://www.fitnessfactory.com.tw/classOriginal Glofox. (2019, Sep). 8 Essential Lessons The Experts Taught Us About Opening a Gym. Retrieved from https://www.glofox.com/blog/the-glofox-ultimate-guide-to-opening-a-gym/ Glofox. (2022, Feb). 11 gym challenges to keep member motivation high. Retrieved from https://www.glofox.com/blog/gym-challenges/ Health Direct. (2020, Nov). Exercise and mental health. Retrieved from https://www.healthdirect.gov.au/exercise-and-mental-health Jenny, W. (2019, Aug). 8 Reasons Your Gym Needs to Offer Group Training. Retrieved from https://www.glofox.com/blog/5-reasons-why-you-need-to-offer-group-training/ Lucy, C. (2021, Feb). The Future of Gyms? Retrieved from https://www.glofox.com/blog/the-future-of-gyms/ Matt, S. (2021). Fitness Industry Analysis 2020 - Cost & Trends. Retrieved from https://www.franchisehelp.com/industry-reports/fitness-industry-analysis-2020-cost-trends Mercey, L. (2020, Feb). 4 ways exercise can make you happier -- even if you don`t like to exercise. Retrieved from https://www.cnet.com/health/fitness/ways-exercise-makes-you-happier/ Mmagym. (2022). 團體教室課程. Retrieved from https://mmagym-tw.weebly.com/2229639636259452346035506312436530623436208402081336027.html Neesha, K. (2022, Jan). A Guide on How to Open a Gym. Retrieved from https://business.virtuagym.com/blog/a-guide-for-opening-a-gym/ Rina, R. (2020, Jun). The gym of the future will be virtual, gamified, and totally immersive Retrieved from https://www.fastcompany.com/90448190/what-will-the-gym-of-the-future-look-and-feel-like Tara, H. (2018, Apr). Does Exercise Really Make you Happy? Retrieved from https://www.athletico.com/2018/04/09/exercise-really-make-happy/#:~:text=When%20we%20exercise%2C%20the%20body,that%20cause%20stress%20and%20anxiety.&text=Among%20the%20chemicals%20released%20are,to%20pain%20and%20depression%20emotions. Team, L. (2021, Nov). What`s the future of the gym? Retrieved from https://lifestyle.livemint.com/health/fitness/whats-the-future-of-the-gym-111628582951691.html Tom, H. (2019, Feb). How Peloton exercise bikes became a $4 billion fitness start-up with a cult following. Retrieved from https://www.cnbc.com/2019/02/12/how-peloton-exercise-bikes-and-streaming-gained-a-cult-following.html Trueyogafitness. (2022). 課程介紹. Retrieved from https://www.trueyogafitness.com.tw/Classes/Default.aspx#ClassIntroduction Tzu-ju, C. (2021, Jul) Obesity on the rise due to lifestyle changes: doctor. Retrieved from https://www.taipeitimes.com/News/taiwan/archives/2021/07/31/2003761772#:~:text=The%20share%20of%20overweight%20Taiwanese,Health%20Promotion%20Administration%20data%20showed Uschi, H. (2022, Aug). The Future of Fitness: Hybrid, Healthy and Together. Retrieved from https://www.ispo.com/en/markets/what-future-fitness-industry-looks Von, C. (2022, Mar). Is Peloton Worth It? What are the Alternatives? Retrieved from https://completetri.com/is-peloton-worth-it-what-are-the-alternatives/ Worldgymtaiwan. (2022). 團體課程表. Retrieved from https://www.worldgymtaiwan.com/aerobic-schedule-list/taoyuan-jungli 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
109933009資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109933009 資料類型 thesis dc.contributor.advisor 劉秀明 zh_TW dc.contributor.advisor Liu, Sandra en_US dc.contributor.author (Authors) 吳家聿 zh_TW dc.contributor.author (Authors) Wu, Chia-Yu en_US dc.creator (作者) 吳家聿 zh_TW dc.creator (作者) Wu, Chia-Yu en_US dc.date (日期) 2022 en_US dc.date.accessioned 9-Mar-2023 18:28:36 (UTC+8) - dc.date.available 9-Mar-2023 18:28:36 (UTC+8) - dc.date.issued (上傳時間) 9-Mar-2023 18:28:36 (UTC+8) - dc.identifier (Other Identifiers) G0109933009 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/143795 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 109933009 zh_TW dc.description.abstract (摘要) This business plan is about building up a fitness studio named “Beyond Fitness Studio” that combines exercise, friendship, and networking in Taiwan. The objective is to create an environment that seems like an extension of home for the non-athlete; familiarity and safety are the key components. This project looks at the current market situation, purpose of the business, an analytical report from a similar industry, a business model, a situational and financial analysis, community development and future development. Beyond Fitness Studio a has competitive marketing position, more precisely, there are four differences to motivate people, (1), flexible payment packages, (2), unique exercise environment, (3) support local community, and (4) meet new friends and expand networking circle. Meanwhile, 1% of the revenue will be donated to the charity foundation, such as “1% for the planet” which allows users to know they can make the world better. To make this report more pragmatic, it is to consider relevant factors to fullest extent to achieve a complete and realistic business plan. en_US dc.description.tableofcontents TABLE OF CONTENTS 1. Executive Summary 1 2. Business Overview 2 2.1. Company Description 2 2.2. Core Value 3 2.3. Mission and Vision 3 3. Market and Competition Analysis 5 3.1. Industry Analysis & Opportunity 6 3.2. Taiwan Trend Research in 2021. 8 3.3. Survey Results 11 4. Competitor Analysis 16 4.1. Other Fitness Centers Analysis 16 4.2. SWOT Analysis of Beyond Fitness Studio 19 5. Business Model Canvas 20 6. Marketing Strategy & Company’s Position 21 6.1. Brand Recognition 21 6.2. Brand Loyalty 21 6.3. Why Should Take a Group Fitness Class 21 6.3.1. Become More Motivated 22 6.3.2. Make Fitness Instruction More Affordable 22 6.3.3. Get a Proper Structured and Intense Workouts 22 6.3.4. Be Held Accountable 22 6.3.5. Learn a Variety of Exercise 23 6.3.6. Enjoy a Sense of Community 23 7. Operation Strategies: 4Ps 24 7.1. Price 24 7.2. Place 25 7.3. Promotion 26 7.4. Product 27 7.5. New Fitness Trend under Pandemic 28 7.5.1. Bubble Yoga 28 7.5.2. Peloton 30 8. Management and Functional Teams 32 8.1. Company Culture 33 9. Financial Operations and Statements 35 9.1. Company Ownership & Share 35 9.2. Financial Operations and Statements 36 9.2.1. Initial Investments 36 9.2.2. List of Training Facilities 36 9.2.3. Fixed costs 37 9.2.4. Variable Costs 37 9.2.5. Estimated Income and Profitability 38 9.2.6. Scenario Analysis 39 10. Supply Side Key Partners 40 11. App Development 42 12. Conclusion, and Future Expansion Plan 44 12.1. Future Expansion Plan 44 12.1.1. Wider Areas 44 12.1.2. Branding 45 12.1.3. Corporate Social Responsibility 46 13. Reference 47 14. Appendix 50 TABLE OF FIGURES AND TABLES Figure 1: Taiwan`s fitness market CAGR 5 Figure 2: How many people go to private gym, and frequency at different ages 7 Figure 3: Average exercise time per session 8 Figure 4: Average exercise time per session at different ages 10 Figure 6: Average exercise time per week 10 Figure 7: Average spending per month 11 Figure 8: Image of fitness center 11 Figure 9: Gender and age distribution of the samples 11 Figure 10: Purpose for doing exercises 12 Figure 11: Frequency of exercises 13 Figure 12: Types of exercises 14 Figure 13: Expected indoor-exercise guidelines post COVID pandemic. 15 Figure 14: The popularity of fitness center in Taiwan 16 Figure 15: Schedules from four different fitness centers 17 Figure 16: Schedules from four different fitness centers 18 Figure 17: Location 25 Figure 18: Product 27 Figure 19: Bubble yoga 29 Figure 20: Bubble yoga 30 Figure 21: Peloton 31 Table 1: Organization Chart 32 Table 2: Company Share 35 Table 3: Total Expense 38 Table 4: Estimated Membership 38 Table 5: Estimated Income Statement (Base Case) 39 Table 6: App Execution Flow 42 Table 7: Future Expansion 45 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109933009 en_US dc.subject (關鍵詞) 運動 zh_TW dc.subject (關鍵詞) 網絡 zh_TW dc.subject (關鍵詞) 友誼 zh_TW dc.subject (關鍵詞) 社區發展 zh_TW dc.subject (關鍵詞) 慈善 zh_TW dc.subject (關鍵詞) Exercise en_US dc.subject (關鍵詞) Networking en_US dc.subject (關鍵詞) Friendship en_US dc.subject (關鍵詞) Community development en_US dc.subject (關鍵詞) Charity en_US dc.title (題名) 享樂健身 zh_TW dc.title (題名) Beyond Fitness Studio en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 【關鍵報告】健身產業分析！用 EBITDA 評價法估算健身工廠（上市公司）(2020). 擷取至: https://blog.fugle.tw/use-ebitda-to-check-if-fitnessfactory-is-undervalued/ 【鏟肉商機1】全台600家健身房搶百億大餅看好台青掏錢直追港韓 (2020). 擷取至: https://tw.appledaily.com/life/20200128/DBV4C3FABEZBHARKPIOYJUCAHM/ 健身房產業調查報告(公開版) (2021). 擷取至: https://www.twtrend.com/trend-detail/gymsurvey01/ 全球疫情下，一股新興運動風潮漸漸崛起—Bubble Yoga (2021). 擷取至: https://havfit.com/fitness/cgdxkf2d 跟上運動風潮洞悉健身習慣消費商機 (2019). 擷取至: https://magazine.feg.com.tw/magazine/tw/magazine_detail.aspx?id=11565 【新興領域：7月焦點1】運動科技新革命專題1：全球運動科技趨勢與投資概況 (2021). 擷取至: https://findit.org.tw/researchPageV2.aspx?pageId=1772 Amarillo Town Club. (2018, Aug). 6 REASONS WHY YOU SHOULD TAKE A GROUP FITNESS CLASS. Retrieved from https://www.amarillotownclub.com/6-reasons-why-you-should-take-a-group-fitness-class/ Anne, R. (2020, Sep). 11 Reasons Peloton Members Say The Peloton Bike is Worth The Investment. Retrieved from https://blog.onepeloton.com/11-reasons-peloton-members-say-the-peloton-bike-is-worth-the-investment/ Annie, D. , Bindiya, G. (2020, Mar). The Real Reason Exercise Makes You Happy, According To Research On The Brain. Retrieved from https://www.mindbodygreen.com/0-10798/6-reasons-why-exercise-makes-you-happy.html Ashish, S. ,Vishal, M, and Frederick, D. (2006, Aug). Exercise for Mental Health. BBC. (2022, Jul). Weekend burst of exercise can be enough to stay fit. Retrieved from https://www.bbc.com/news/health-62040665 Emma, H. (2021. Oct). POST-PANDEMIC FITNESS TRENDS REVEALED. Retrieved from https://www.lesmills.com/fit-planet/fitness/post-pandemic-fitness-trends/#:~:text=Home%20exercise%20is%20here%20to%20stay&text=As%20we%20emerge%20from%20the,between%20live%20and%20digital%20exercise Fitnessfactory. (2022). 課程介紹. Retrieved from https://www.fitnessfactory.com.tw/classOriginal Glofox. (2019, Sep). 8 Essential Lessons The Experts Taught Us About Opening a Gym. Retrieved from https://www.glofox.com/blog/the-glofox-ultimate-guide-to-opening-a-gym/ Glofox. (2022, Feb). 11 gym challenges to keep member motivation high. Retrieved from https://www.glofox.com/blog/gym-challenges/ Health Direct. (2020, Nov). Exercise and mental health. Retrieved from https://www.healthdirect.gov.au/exercise-and-mental-health Jenny, W. (2019, Aug). 8 Reasons Your Gym Needs to Offer Group Training. Retrieved from https://www.glofox.com/blog/5-reasons-why-you-need-to-offer-group-training/ Lucy, C. (2021, Feb). The Future of Gyms? Retrieved from https://www.glofox.com/blog/the-future-of-gyms/ Matt, S. (2021). Fitness Industry Analysis 2020 - Cost & Trends. Retrieved from https://www.franchisehelp.com/industry-reports/fitness-industry-analysis-2020-cost-trends Mercey, L. (2020, Feb). 4 ways exercise can make you happier -- even if you don`t like to exercise. Retrieved from https://www.cnet.com/health/fitness/ways-exercise-makes-you-happier/ Mmagym. (2022). 團體教室課程. Retrieved from https://mmagym-tw.weebly.com/2229639636259452346035506312436530623436208402081336027.html Neesha, K. (2022, Jan). A Guide on How to Open a Gym. Retrieved from https://business.virtuagym.com/blog/a-guide-for-opening-a-gym/ Rina, R. (2020, Jun). The gym of the future will be virtual, gamified, and totally immersive Retrieved from https://www.fastcompany.com/90448190/what-will-the-gym-of-the-future-look-and-feel-like Tara, H. (2018, Apr). Does Exercise Really Make you Happy? Retrieved from https://www.athletico.com/2018/04/09/exercise-really-make-happy/#:~:text=When%20we%20exercise%2C%20the%20body,that%20cause%20stress%20and%20anxiety.&text=Among%20the%20chemicals%20released%20are,to%20pain%20and%20depression%20emotions. Team, L. (2021, Nov). What`s the future of the gym? Retrieved from https://lifestyle.livemint.com/health/fitness/whats-the-future-of-the-gym-111628582951691.html Tom, H. (2019, Feb). How Peloton exercise bikes became a $4 billion fitness start-up with a cult following. Retrieved from https://www.cnbc.com/2019/02/12/how-peloton-exercise-bikes-and-streaming-gained-a-cult-following.html Trueyogafitness. (2022). 課程介紹. Retrieved from https://www.trueyogafitness.com.tw/Classes/Default.aspx#ClassIntroduction Tzu-ju, C. (2021, Jul) Obesity on the rise due to lifestyle changes: doctor. Retrieved from https://www.taipeitimes.com/News/taiwan/archives/2021/07/31/2003761772#:~:text=The%20share%20of%20overweight%20Taiwanese,Health%20Promotion%20Administration%20data%20showed Uschi, H. (2022, Aug). The Future of Fitness: Hybrid, Healthy and Together. Retrieved from https://www.ispo.com/en/markets/what-future-fitness-industry-looks Von, C. (2022, Mar). Is Peloton Worth It? What are the Alternatives? Retrieved from https://completetri.com/is-peloton-worth-it-what-are-the-alternatives/ Worldgymtaiwan. (2022). 團體課程表. Retrieved from https://www.worldgymtaiwan.com/aerobic-schedule-list/taoyuan-jungli zh_TW
