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| Title: | 連鎖健身房商業模式與成長策略之個案分析
A Case Study on the Business Model and Growth Strategy of the Chain Gym Company |
| Authors: | 林宛霖
Lin, Wan-Lin |
| Contributors: | 邱奕嘉
Chiu, Yi-Chia
林宛霖
Lin, Wan-Lin |
| Keywords: | 健身房
健身產業
女性健身
加盟
成長策略
Gym
Fitness Industry
Women’s Fitness
Franchise
Growth Strategy |
| Date: | 2025 |
| Issue Date: | 2025-02-04 17:03:34 (UTC+8) |
| Abstract: | 後疫情時代，根據財政部統計，2023年2月全台健身房已突破900間，對比2019年同期增加80%，而健身場域型態也趨向多元，除了大型連鎖健身品牌外，市場上也出現許多小班制、客製化的健身工作室，甚至包括咖啡及健身結合的健身新型態場域。
相較於以往女性雕塑體態以飲食控制為主要方式，愈來愈多的女性將運動視為日常生活的一部分，專屬於女性的健身房崛起，目前於台灣市場上之女性健身房品牌林立，其中知名度最高、經營時間最長、以及經營體系最大的，仍屬Curves 30分鐘女性健身。
除了客群瞄準女性，Curves也有別於一般知名的中大型連鎖健身房業者，如World GYM、健身工廠等，不僅營業面積小、98%的店舖開設於2樓以上的空間，且是台灣健身房中少見以加盟型態經營的業者。
本研究以自身健身產業經驗為基礎，分析Curves之關鍵成功因素及其創新成長策略，並以商業模式九宮格分析其特有的B2B2C之商業模式，並探討成長瓶頸及未來持續創新的策略，用不同於其他健身房的經營模式持續深化，如友善環境、高齡友善等方向，予以企業做為營運參考。
In the post-pandemic era, according to statistics from the Ministry of Finance, the number of fitness centers in Taiwan surpassed 900 in February 2023, an increase of 80% compared to the same period in 2019. The types of fitness facilities have also become more diverse. In addition to large chain fitness brands, the market has seen the emergence of many small-group and customized fitness studios, including a new trend of fitness combined with coffee.
Compared to the past, where sculpting body shape for women primarily relied on diet control, an increasing number of women are viewing exercise as a part of their daily lives. Women-exclusive gyms have risen in Taiwan's market, with various brands competing. Among them, Curves 30-Minute Fitness for Women remains the most well-known, with the longest operating history and the largest operational system.
In addition to targeting female clientele, Curves differs from other well-known medium to large chain gym operators, such as World GYM and Fitness Factory. Not only do they have smaller operating areas, but also 98% of their stores are located in spaces above the second floor, making them one of the few fitness operators in Taiwan operating under a franchise model.
Based on its own experience in the fitness industry, this study analyzes the key success factors and innovative growth strategies of Curves. It uses the Business Model Canvas to analyze its unique B2B2C business model and explores growth bottlenecks and strategies for continuous innovation in the future, Continue to deepen the business model with a different business model from other gyms, such as environment-friendly, senior-friendly, etc. Providing insights for businesses in their operations. |
| Reference: | 中文部分
1. Min Lin(2021年5月28日)。【關鍵報告】台灣疫情三級警戒，二度解析「健身工廠」的價值與潛力。富果直送。
https://blog.fugle.tw/power-wind-health-fitness-2021/
2. 李易蓉（2022年6月7日）。疫情後健身產業的蛻變。CRIF中華徵信所。https://www.credit.com.tw/newcreditonline/Epaper/ThemeContent.aspx?sn=130&unit=540
3. 李家如、曹瑋(2023年)。運動服務業發展趨勢( 2023 年)。TTR台灣趨勢研究。https://www.twtrend.com/trend-detail/sports-activities-2023/
4. 周秩年、黃怡姍 (2021年)。2021年健身房產業調查報告。TTR台灣趨勢研究。https://www.twtrend.com/trend-detail/gymsurvey01/
5. 林若茵(2024年1月18日)。112年運動現況調查成果發表 規律運動促健康 生活快樂更有感。教育部體育署新聞。 https://www.sa.gov.tw/News/NewsDetail?Type=3&id=5704&n=92
6. 賴妍如(2018)。連鎖健身房依發展里程碑設計行銷策略及其商業模式創新探討-以臺灣區Curves為例[未出版碩士論文]。東吳大學。
英文部分
1. Thompson, Walter R. Ph.D., (2023). Worldwide Survey of Fitness Trends for 2023. ACSM's Health & Fitness Journal 27(1):p 9-18, 1/2 2023.
https://journals.lww.com/acsm-healthfitness/fulltext/2023/01000/worldwide_survey_of_fitness_trends_for_2023.6.aspx
2. H. Igor Ansoff .(1965). Corporate Strategy. McGraw-Hill Inc.,US. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
112932060 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112932060 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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| 206001.pdf | | 1064Kb | Adobe PDF | 0 | View/Open |
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