健身三雄爭霸戰：喬山、岱宇與力山的產業競爭分析

Abstract

隨著全球健康意識提升及居家健身需求成長，健身器材產業呈現穩定成長趨勢，市場競爭亦日益激烈。喬山健康科技、岱宇國際與力山工業為台灣健身器材產業代表性企業，且各自在全球市場佔有一席之地。本研究旨在探討這三家公司在產業競爭策略上的異同，並分析其資源能力、OEM至OBM 轉型歷程、商用與家用市場策略、事業多角化發展及成長模式（有機成長與併購擴張），以揭示其成功因素與未來發展方向。 本研究採用文獻回顧法、個案分析法與次級資料分析，結合產業五力分析（Porter's Five Forces）、資源基礎觀點（RBV）與成長策略理論進行系統性探討。首先，針對產業現況、總體趨勢與產業關鍵成功因素進行分析，進而深入比較三家公司在資源整合、品牌經營、技術創新與全球市場佈局上的策略差異。 研究結果顯示，喬山以垂直整合與多品牌全球經營建立競爭優勢，岱宇則藉由雙軌策略（ODM與自有品牌）強化家用市場滲透率，力山則以 OEM 製造為基礎，逐步發展多角化事業以尋求新成長動能。整體而言，資源整合能力、品牌深化、智能科技應用及市場多元化布局為未來成功的關鍵。最後，根據分析結果，本研究提出針對個案公司具體建議，並說明研究限制與未來研究方向。

With the rise of global health awareness and increasing demand for home fitness, the fitness equipment industry has experienced steady growth while facing intensified market competition. Johnson Health Tech,Dyaco International, and Rexon Industrial are three representative Taiwanese companies that have established significant positions in the global fitness equipment market. This study aims to analyze and compare the competitive strategies of these three companies, focusing on their resource capabilities, the transformation from OEM to OBM, market strategies for commercial and home sectors, diversification into new business areas, and growth models including organic expansion and mergers and acquisitions. This research adopts a combination of literature review, case study methodology, and secondary data analysis. It applies frameworks such as Porter’s Five Forces, the Resource-Based View (RBV), and growth strategy theories to systematically examine the industry's status, macro trends, and critical success factors, followed by a comparative analysis of the three companies in terms of resource integration, brand management, technological innovation, and global market expansion. The results reveal that Johnson has established a competitive advantage through vertical integration and a multi-brand global strategy , Dyaco strengthens its home market penetration with a dual-track strategy(OEM and OBM), while Rexon focuses on OEM manufacturing and seeks new growth through business diversification. Overall,resource integration, brand enhancement, adoption of smart technologies, and diversified market expansion are identified as key success factors for future competitiveness. Based on these findings, the study offers practical recommendations for the companies and policymakers, while also outlining research limitations and suggestions for future studies.