健身器材業經營策略之硏究─以M公司為例

Abstract

2019年末，新冠疫情開始在全球肆虐，對諸多產業產生了強烈的影響，各項社會生產及生活也紛紛進入暫停階段。縱觀疫情發展的漫長階段，諸多產業及企業都面臨著嚴峻的挑戰，甚至部分企業宣告破產，對社會經濟生活產生了極為強烈的衝擊。不同於其他產業，運動健身產業雖然也受到波及，許多健身中心紛紛歇業或倒閉，但同時喚醒了社會大眾對健康的重要關注，促使人們選擇居家健身的方式提升身體素質，進而刺激了健身器材產業的發展並改變企業的營運走向。如今，新冠疫情雖已逐漸褪去，運動健身產業卻迎來新一波的成長契機，許多消費者重新投入健身中心或持續選擇居家健身，為健身器材企業帶來龐大需求並營造更寬廣的發展空間。 後疫情所帶動的市場空間與智慧化趨勢已成為業者升級的主要動力，各國對健康政策與永續發展的重視也深刻影響產業策略走向。基於此，本文聚焦於健身器材產業之經營管理策略，並以M公司為研究個案。M公司創立於臺灣台中，具備三十餘年歷史與穩定的 OEM/ODM製造優勢、專利技術及產品品質等強項，卻也在智慧化研發速度、行銷多元化及ESG指標落實方面存有顯著提升空間。為深入剖析其發展現況與優劣勢，本研究整合PESTEL分析、六力分析模型、SWOT矩陣以及價值鏈(Value Chain)分析等實務管理工具與個案方法，系統性探討其面臨的挑戰，並提出以SO戰略為核心的多項策略建議。 研究結果顯示，M公司應透過加強智慧健身研發投入、組建專業技術研發團隊、採取扁平化組織管理架構、建立健全管理激勵機制、多元化行銷及強化ESG指標等措施，克服自身短板與因應後疫情市場需求。此舉不僅有助於其在本土市場站穩腳跟，也可推動對外擴張，在全球健身器材產業中取得優勢地位。最後，本研究之貢獻在於透過實務管理工具與個案研究之結合，為後疫情下的健身器材產業轉型與競爭策略提供參考，並期許能幫助相關企業朝智慧化、高品質與永續發展的方向持續前進，為健身器材業者在後疫情時代創造更具韌性與長期成長的契機。

By late 2019, the COVID-19 pandemic had begun to spread worldwide, exerting a profound impact on numerous industries and bringing various aspects of social and economic activity to a near standstill. Throughout the prolonged course of the pandemic, many industries and enterprises faced severe challenges, with some even declaring bankruptcy, resulting in a significant shock to society and the economy. Unlike other sectors, the sports and fitness industry—though affected by widespread closures or bankruptcies of fitness centers—also witnessed a surge in public awareness regarding the importance of health. This shift prompted individuals to pursue home-based fitness strategies to improve physical well-being, thereby stimulating the fitness equipment industry and reshaping its business trajectory. Now that the pandemic has gradually receded, the sports and fitness sector has ushered in a new wave of growth opportunities, as numerous consumers return to fitness centers or continue with home workouts. These developments have generated robust demand for fitness equipment companies and opened up broader avenues for expansion. The market space and “smart” innovation trends emerging in the post-pandemic era have become primary drivers of industry upgrading, while heightened global emphasis on health policies and sustainable development also profoundly influences strategic directions within the sector. Against this backdrop, this paper focus on the operational management strategies of the fitness equipment industry, taking Company M as a case study. Established in Taichung, Taiwan, Company M boasts over three decades of experience and strengths in OEM/ODM manufacturing, patented technologies, and product quality. However, it still faces considerable room for improvement in areas such as smart R&D progress, diversified marketing, and the implementation of ESG metrics. To thoroughly analyze its current state, opportunities, and challenges, this study integrates PESTEL analysis, the Six Forces analysis model, the SWOT matrix, and Value Chain analysis. These practical management tools and case-study methods are employed to systematically examine the company’s obstacles and to propose multiple strategic recommendations centered on SO (Strengths–Opportunities) aggressive strategies.

The research findings indicate that Company M should enhance its investment in smart fitness R&D, assemble a professional technical research team, adopt a flatter organizational structure, establish effective management incentive mechanisms, diversify its marketing channels, and strengthen ESG indicators. These measures would enable the firm to overcome internal shortcomings and meet the demands of the post-pandemic market. Not only would this help Company M solidify its foothold domestically, but it would also facilitate global expansion, thereby securing a competitive edge in the worldwide fitness equipment industry. In conclusion, the key contribution of this research lies in its integration of practical management tools and case study approaches, offering strategic insights for the transformation and competitive positioning of fitness equipment enterprises in the post-pandemic era. It is hoped that this study will guide related firms toward continuous advancement in smart technologies, high-quality products, and sustainable operations, thus fostering greater resilience and long-term growth for the fitness equipment sector.