社區型運動用品店結合中高齡者健康促進需求之行銷策略初探

Abstract

臺灣民眾於中高齡階段起，慢性病盛行率明顯攀升，慢性病防治已成為重要的公衛議題，而預防勝於治療、以健康生活型態促進健康的觀念也更加普及。其中，規律運動就是重要的健康行為。 在運動相關產業中，以運動零售業最貼近一般民眾日常生活。因此本研究期望連結社區內中高齡者的健康促進需求，和社區型運動用品零售店的商業成長需求，促成零售店於服務和體驗的升級，推動社區健康以及企業成長之共贏。 研究採用質性研究，以半結構式個人深度訪談收集資料。研究目的在於深入了解45歲至65歲中高齡者的生活背景、運動狀況、健康觀點，和零售店經驗，繼而歸納出中高齡者對運動及健康的特定需求，為社區型運動用品零售店提供策略方向。 研究發現，健康是中高齡者從事運動的重要動機，但可以融入既有生活情境，則是維持規律運動的要素。因此本研究以運動參與程度和生活主軸，形成運動生活情境觀點，進一步分類出不同的需求。研究分析顯示，運動參與程度越重，其需求更聚焦於運動專業，反之則為較廣泛的運動及健康需求；而生活中需要照顧家人者，在反饋運動及健康需求時也會考慮到家人。研究結果為社區型運動用品零售店在服務和體驗設計提出四種行動方向，並建議提升市場定位，朝向社區的中高齡者運動生活服務中心為目標。

Chronic disease control is a major public health issue in Taiwan, especially as rates rise among middle-aged adults. As prevention gains popularity, healthy lifestyles and regular exercise are increasingly valued. Meanwhile, community-based sporting goods retail stores originally could be a great access to sports for the residents. Therefore, this study expects to connect the health promotion needs of the middle-aged in the community, with the business growth needs of community-based sporting goods stores, to foster retail elevation on service and experience, and to create a win-win situation for both. This qualitative study uses semi-structured in-depth interviews to collect data, and to understand the background, exercise habits, health perspectives, and retail experiences of the adults aged 45-65, aiming to find niche market opportunities for community-based sporting goods stores by further segmentation. The study has found that while health is an important motivation for middle-aged adults to engage in exercise, being able to integrate into daily routines is crucial for consistency. Therefore, this study takes two factors into consideration, one is sports participation and the other is family obligation. The analysis shows that the higher sports participation, the more focused their needs are on sports professions; on the contrary, lower sports participation broadens needs on general wellness. And those with family obligations will consider their families when responding to the needs of exercise and health. The study identifies four paths for community-based sporting goods stores and recommends the stores to enhance service and experience. The study also suggests that the store positioning could be elevated from a “point of sale”, to the service center of sports and healthy lifestyle for the middle-aged adults in community.