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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/146937

Title:	運動平台商業模式分析——運動筆記之個案研究 A Case Study on the Platform Business Model of Sports Industry
Authors:	周光華
Contributors:	邱奕嘉周光華
Keywords:	商模分析個案研究運動平台
Date:	2023
Issue Date:	2023-09-01 15:04:22 (UTC+8)
Abstract:	平台是數位及科技化演進的代表新型經濟模式之一，透過網路連結某個產業的需求及供給者，跳過傳統商業模式的線性生產結構，使雙方能直接透過平台交流，提升交易與溝通效率，創造買賣雙方新的利潤。綜觀全球，許多運動品牌都會應用平台的概念，讓原先單獨的產品因多元的應用與合作而產生網路效應，不僅可以觸及潛在客群，亦能提高顧客黏著度。台灣雖少有享譽國際的運動品牌，卻也有一 O2O 垂直整合的運動社群平台──運動筆記，透過提供豐富的運動媒體、產品及賽事等資訊，加上優異的網站架設與社群經營能力，吸引廣大的運動愛好者。然而受限於市場及環境等因素，運動筆記的發展應有所改變。故本研究目的乃分析及探討個案公司之商業模式，予其未來成長之建議。 The platform is one of the representative new economic models of digital and technological evolution. It connects the needs and suppliers of a certain industry through the Internet, skips the linear production structure of the traditional business model, and enables both parties to communicate directly through the platform to improve transactions and communication, creating new profits for buyers and sellers. Around the world, many sports brands apply the concept of platform, so that the original single product will have a network effect due to multiple applications and cooperation, which would not only reach potential customer groups, but also increase customer stickiness. Although there are few internationally renowned sports brands in Taiwan, there is one O2O vertically integrated sports community platform—Running Notes, which provides a wealth of sports media, products, and events, it attracts the majority of sports enthusiasts through excellent website construction and community management capabilities. However, limited by market and environmental factors, the development of Running Notes should be changed. As a result, the purpose of this study is to analyze and discuss the business model of the case company and give suggestions for its future growth.
Reference:	運動大聯盟刊物(2021): https://dsi.iii.org.tw/wpcontent/uploads/2022/01/MOVE%E9%81%8B%E5%8B%95%E5%A4%A7%E8%81%AF%E7%9 B%9F%E5%88%8A%E7%89%A9_202112_final.pdf 產業價值鏈資訊平台: https://ic-test.tpex.org.tw/introduce.php?ic=5800 https://ic-test.tpex.org.tw/index.php Worldwide Survey of Fitness Trends for 2020: https://journals.lww.com/acsmhealthfitness/Fulltext/2019/11000/Worldwide_Survey_of_Fitness_Trends_for_2021.6.aspx Worldwide Survey of Fitness Trends for 2021: https://journals.lww.com/acsmhealthfitness/Fulltext/2021/01000/Worldwide_Survey_of_Fitness_Trends_for_2021.6.aspx Worldwide Survey of Fitness Trends for 2022: https://journals.lww.com/acsmhealthfitness/fulltext/2022/01000/worldwide_survey_of_fitness_trends_for_2022.6.aspx A report on the global sporting goods industry: https://wfsgi.org/2022/01/sporting-goods-2022-the-new-normal-is-here/ 第一章第二節: The future of sportstech:Here’s where investors are placing their bets https://techcrunch.com/2019/10/01/the-future-of-sports-tech-heres-where-investors-are-placingtheir-bets/ Global Top 100 companies by market capitalisation in 2021: https://www.pwc.com/gx/en/auditservices/publications/assets/pwc-global-top-100-companies2021.pdf https://www.statista.com/statistics/263264/top-companies-in-the-world-by-market-capitalization/ 第二章 Nike Does it Again Claiming Title of World’s Most Valuable Apparel Brand for 7th Consecutive Year: https://brandfinance.com/press-releases/nike-does-it-again-claiming-title-of-worlds-most-valuableapparel-brand-for-7th-consecutive-year The annual report on the most valuable and strongest apparel brands April 2021: https://brandirectory.com/download-report/brand-finance-apparel-50-2021-preview.pdf The annual report on the most valuable and strongest apparel brands April 2022: https://brandirectory.com/download-report/brand-finance-apparel-50-2022-preview.pdf
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 107932015
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0107932015
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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