運動健身餐飲營運創新商業模式探討

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題名:	運動健身餐飲營運創新商業模式探討
作者:	邱士鈞;Chiu, Shih-Chun
貢獻者:	企業管理學系在職專班
關鍵詞:	健身餐廳;商業模式;健身餐飲;健身俱樂部;創新;Fitness restaurant;Business model;Fitness club;Innovation
日期:	2019-06-04
上傳時間:	2019-09-03 14:40:36 (UTC+8)
出版者:	國立中央大學
摘要:	隨著台灣生活水平提升，經濟發展及產業結構快速變遷，日常生活趨於歐美化。國人對於運動習慣和健康飲食的重視，健身已成為生活中的一部分，接觸健身運動的人都瞭解，健身成功的關鍵因素是七分吃三練。然而目前台灣健身餐飲市場與國外相比還在萌芽階段，因此健身餐飲事業其背後潛藏的商業利益不容忽視，在懶人經濟盛行的市場經濟條件下如果能滿足健身消費者的痛點，就能獲取極大的商業價值。本研究在這背景之下，著重於新型態的運動健身餐飲創新商業模式的研究探討。希望能以此創新商業模式，提供一套快速便利的健身主題餐飲服務，服務台灣地區顯著增加的健身人口，要如何設計創新的商業模式跳脫出傳統商業模式並鞏固其優勢地位，以達到經濟效益並滿足消費者期待便是本論文的主要研究動機。本論文使用商業模式畫布為健身餐飲事業創新商業模式做研究探討，從中找出可行的營銷戰略並制定策略，使其不但能滿足廣大健身者的需求，並與傳統的健身餐飲做出市場化區隔，期許未來能夠嘉惠健身族群開拓出健身餐飲事業新天地，開疆闢土建立連鎖企業前往海外地區拓展，為全球創造出另一番創新式飲食新時代。;Through the improvement of living standard, rapid economic development and industrial structure changes in Taiwan, daily life style among civilians are gradually getting similar with countries in Europe and America. People in Taiwan has grown to focus on maintaining exercise habits as routines and keeping healthy diet, and fitness has become a part of life. People who indulge in fitness world are all aware of the key factor to succeed in achieving ideal fitness goal would be focusing on healthy diet rather than dedicate more effort in exercising. However, the fitness catering market in Taiwan is still growing, and it is rather slow compare with foreign countries. Therefore, the hidden commercial value behind the fitness catering industry cannot be ignored. Under the prevailing market economy condition of lazy economy, if the demands of fitness consumers can be satisfied, substantial commercial value could be obtained. This study focus on the new types of fitness catering innovation business model. Envisioning to utilize this innovative business model, and provides a quick convenient fitness theme catering service, catering the significantly increased fitness population in Taiwan.The idea is to find out how to design innovative business models to think outside of traditional business model and consolidate its dominant position, in order to achieve economic benefit and fulfill consumer’s expectation. This study use the business model for fitness catering enterprise innovation business model, to find out the feasible marketing strategy and strategy, make it not only meeting achievable goals of bodybuilders, and segmented with the traditional fitness catering market, in regards to benefit fitness groups through developing fitness catering empire, embarking on building chain enterprises to expand overseas regions and create another innovated global diet new era.
顯示於類別:	[企業管理學系碩士在職專班] 博碩士論文

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