台灣健康俱樂部未來成長策略之研究 ∼以亞力山大企業集團為例

Abstract

民國八十七年，台灣政府開始實行每月兩次週休二日，到了民國九十年，則全面實行週休二日制，此項政策的改變，帶動了休閒產業的發展，然而對於休台灣的健康休閒俱樂部的業者來說，近年來的發展，似乎並未受惠於此政策，在國外健身大廠紛紛進駐，國內經濟環境節節衰退的狀況下，越來越多台灣健康休閒俱樂部業者從市場中退出。 過去有關健康休閒俱樂部產業的多著重於產品面、以及顧客關係面向來做探討，以策略角度來研究的論文甚少，本研究希望以策略的構面來探討台灣運動休閒健身產業在現在的環境下，如何成長，以及成長的方向為何，方式又為何。以此分析，期盼提供給健康休閒產業業者一個不同思維的建議 本研究以個案方式進行，研究對象為目前台灣健康休閒俱樂部的翹楚∼亞力山大事業集團，由於探討對象亞力山大在成長過程中有品牌延伸以及國際化的策略，因此本研究首先回顧過去學術上成長策略的文獻，包括國際化進入策略以及品牌延伸相關學術論述，藉此為基礎，分析亞力山大過去的成長策略，並歸納出亞力山大在成長中所培養出的核心能力，之後分析近年亞力山大的拓展，所遇到的狀況，最後輔以目前美國健康休閒俱樂部產業的發展趨勢，提供台灣健康休閒產業未來可以發展的方向，並結合先前歸納出的亞力山大核心能力，提供亞力山大未來成長策略的建議。

Around 21 centry, Taiwan Government had started a series of policies, such as “Two-Day Weekend, Twice a Month” policy in 1998, and “Two-Day Weekend” policy in 2001, which boosted the nation-wide growth of recreational industry in Taiwan. However, it appears that this industry-wide rising trend didn’t benefit the fitness industry. Since 1999, more and more foreign fitness clubs have entered into Taiwan market which has led to fiercer competition. Furthermore, the credit card crisis severely shrank the customer’s cosuming ability, posing a threatening situation to fitness industry. Those two reasons are considered as the major two causing many Taiwanese fitness clubs to quit this industry. Facing this tough situation, fitness club players need concrete directions about how to compete or grow in such a difficult environment, and require strategic views for prospective growth. However, recent theses about fitness industry only focused on the product and customer sides, leaving the strategic views aside. To provide a different point of view, this thesis will propose some directions for fitness club players about the growth strategy by literature review and case study methods. This thesis, following Miles and Snow’s typology and combing the literature review process, is a case study and literature review mixed thesis. First, it summarizes the important theories about growth strategy, including brand extension and globalization entry strategy. Basing on those theories, this project first discusses and categorizes the passed growth strategy of Alexander group, the significant player in Taiwan market, and finds out the core competence of Alex group. Then the study will analyze recent strategic actions taken by Alexander group. Finally, it surveys the trends of world fitness industry and concludes with strategic suggestions, based on the analyzed results, to the fitness club players in Taiwan.