健身產業中網紅個人品牌轉型為整合式平台之研究﹕以 Peeta 健身品牌為例

Abstract

隨著社群媒體與數位內容產業的迅速發展，網紅經濟已成為當代品牌經營與消費行為的重要驅動力。在此趨勢下，越來越多個人創作者透過建立個人品牌，逐步進入實體產業領域，發展出具備內容導向、社群參與與服務整合特徵的新型商業模式。尤其在健身產業中，結合訓練專業、數位內容與顧客關係的品牌經營策略，已顯現出從影響力導向邁向平台化經營的實踐潛力。 本研究以台灣健身網紅 Peeta 及其創立之模組整合平台為個案，探討個人品牌如何由社群影響力出發，透過階段性發展與模組整合策略，逐步形塑具備平台化經營特徵的健身品牌體系。面對網紅經濟興起與健身產業數位轉型的雙重背景，Peeta 所代表的品牌模式顯示出個人品牌可作為價值整合與服務創新的驅動核心，亦成為中小規模創業者實踐平台策略的重要實證對象。 本研究採用質性個案研究法，回顧品牌理論、個人品牌、O2O 策略與平台經營相關文獻，並進行健身產業分析，剖析 Peeta 品牌自 2016 年以來從數位內容、健身工作室、健康餐飲到平台化整合架構之發展歷程。研究架構涵蓋品牌萌芽期、創業試水期、平台建構期與擴張管理期等四個階段，具體分析其在品牌識別、模組設計、O2O 導流與會員經營等策略上的轉變與深化。 研究結果指出，Peeta 品牌成功整合內容創作、服務體驗與社群互動，建構出一套以個人價值為核心、多模組串接之平台經營邏輯，展現出從單點變現走向整合式商業體系的可行模式。其發展歷程除有助於補足現有文獻中對中小型網紅品牌轉化之探討空缺，亦提供健身產業與個人創業者實踐品牌差異化與平台策略的具體參照。

With the rapid development of social media and the digital content industry, the influencer economy has emerged as a major driving force in contemporary brand management and consumer behavior. Under this trend, an increasing number of individual creators have begun building personal brands that gradually extend into physical industries, developing new business models characterized by content orientation, community engagement, and service integration. Particularly in the fitness industry, brand strategies that combine training expertise, digital content, and customer relationships have demonstrated potential for evolving from influence-driven models toward platform-based operations. This study examines Taiwanese fitness influencer Peeta and the integrated platform he founded, exploring how personal branding rooted in social media influence can, through staged development and modular integration strategies, shape a fitness brand system exhibiting platform-based characteristics. Confronting the dual context of a rising influencer economy and the digital transformation of the fitness sector, Peeta’s branding model illustrates how personal brands can serve as a core driver for value integration and service innovation, and represents an important empirical example for platform strategy implementation among small- to medium-scale entrepreneurs. Adopting a qualitative case study approach, this research draws upon brand theory, personal branding, O2O strategies, and platform business literature, along with an industry analysis of the fitness sector. It analyzes the brand development trajectory of Peeta from 2016 onward, encompassing digital content, a fitness studio, healthy meal services, and the formation of an integrated platform structure. The analysis is organized into four stages: brand emergence, early-stage experimentation, platform construction, and scale expansion, with a focus on strategic transitions and deepening in brand identity, modular design, O2O traffic flow, and member engagement. The findings reveal that Peeta’s brand successfully integrates content creation, service experience, and community interaction to establish a personal value-centered, multi-module platform business logic. This case demonstrates a viable model for transitioning from single-point monetization to an integrated commercial system. Beyond addressing existing research gaps concerning the transformation of small-to-medium influencer brands, this study offers a concrete reference for fitness industry practitioners and personal entrepreneurs seeking to implement brand differentiation and platform-based strategies.