請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 張睿詒 | zh_TW |
| dc.contributor.advisor | Ray-E Chang | en |
| dc.contributor.author | 陳姿君 | zh_TW |
| dc.contributor.author | Tzu-Chun Chen | en |
| dc.date.accessioned | 2025-09-19T16:12:08Z | - |
| dc.date.available | 2025-09-20 | - |
| dc.date.copyright | 2025-09-19 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-08-05 | - |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/99887 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-09-19T16:12:08Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-09-19T16:12:08Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 口試委員會審定書 I
致謝 II 中文摘要 III 英文摘要 IV 目次 V 圖次 VII 表次 VIII 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第三節 研究重要性 5 第四節 名詞釋義 6 第貳章 文獻探討 7 第一節 慢性病防治與生活型態 7 第二節 運動的定義與效益 10 第三節 臺灣運動用品零售業與社區型零售店 15 第四節 利基行銷 20 第五節 文獻探討小結 22 第叁章 研究方法 23 第一節 研究設計 23 第二節 研究對象與招募 24 第三節 研究方法與工具 26 第四節 資料收集與分析 29 第肆章 研究結果 30 第一節 受訪者基本資料 30 第二節 受訪者運動狀況 33 第三節 運動習慣 35 第四節 運動空間場域 42 第五節 運動與健康 47 第六節 運動用品零售店經驗 55 第伍章 討論 68 第一節 中高齡者生活背景、運動狀況、健康觀點和零售店經驗 68 第二節 中高齡者對運動與健康的需求與機會 73 第三節 社區型運動用品零售店的市場策略 78 第陸章 結論與建議 84 第一節 結論 84 第二節 研究限制與後續建議 86 第柒章 參考文獻 87 第捌章 附錄 97 附錄一 國立臺灣大學行為與社會科學研究倫理委員會審查核可證明 97 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 中高齡者 | zh_TW |
| dc.subject | 健康促進 | zh_TW |
| dc.subject | 運動零售 | zh_TW |
| dc.subject | 社區型運動用品店 | zh_TW |
| dc.subject | 利基行銷 | zh_TW |
| dc.subject | Middle-aged adults | en |
| dc.subject | Niche marketing | en |
| dc.subject | Community-based sporting goods store | en |
| dc.subject | Sports retail | en |
| dc.subject | Health promotion | en |
| dc.title | 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 | zh_TW |
| dc.title | Exploratory Study of Marketing Strategies for Community-Based Sporting Goods Stores in Combination with Health Promotion Needs of Middle-Aged Adults | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 張少熙;張怡秋 | zh_TW |
| dc.contributor.oralexamcommittee | Shao-Hsi Chang;I-Chiu Chang | en |
| dc.subject.keyword | 中高齡者,健康促進,運動零售,社區型運動用品店,利基行銷, | zh_TW |
| dc.subject.keyword | Middle-aged adults,Health promotion,Sports retail,Community-based sporting goods store,Niche marketing, | en |
| dc.relation.page | 97 | - |
| dc.identifier.doi | 10.6342/NTU202503613 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2025-08-06 | - |
| dc.contributor.author-college | 公共衛生學院 | - |
| dc.contributor.author-dept | 健康政策與管理研究所 | - |
| dc.date.embargo-lift | 2025-09-20 | - |
| 顯示於系所單位： | 健康政策與管理研究所 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-113-2.pdf | 2.41 MB | Adobe PDF | 檢視/開啟 |
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