近年來由於科技水準的提高以及社會的發展，加上現代工商社會工作忙碌下，對快速飲食的需求激增，以及長期飲食習慣不均衡，造成肥胖、慢性疾病等人口增加，人們開始重視自身健康狀態的意識，也帶動健身需求的蓬勃發展，因健身風氣盛行而帶起一波運動風潮，健身產業市場的產值屢創新高，供不應求的健身市場不僅反映在健身場館的陸續展店，更帶動其他健身相關產品及服務的推陳出新。而近兩年全世界遭受到Covid-19疫情迅速擴散的衝擊，許多產業更是面臨生死存亡的危機，但健身產業市場中的Peloton的健身跑步機不但營收沒有受到衝擊，竟然還逆勢成長了兩倍之多，成為疫情嚴峻下百業蕭條卻能發光發亮的疫情寵兒。故本研究以Peloton智慧健身器材作為研究對象，透過對其智慧健身器材的分析與探討，找出其面對Covid19疫情衝擊下，營收不但不見下滑卻能逆勢成長的成功因子，並且找出其如何在後疫情時期持續維持成長、避免營收衰退的關鍵因子，以提供給客戶做後續新產品設計規劃時的建議。
本研究針對健身器材產業為研究主軸，依產業發展歷程、產業定義以及價值鏈關係進行競爭力的分析及探討，並針對市場現況做研究調查。本研究另透過「五力分析」進行健身器材產業的分析，深入探討健身器材產業特性，分析出該健身器材產業鏈所可能面臨的挑戰以及個案本身競爭力的強弱，提出針對該企業量身打造的經營策略建議，使其未來增添大幅成長之機會，以持續提升公司整體的競爭力。再利用「SWOT分析」對個案產品的優劣勢作分析討論，藉此找出產品本身的缺點以及無法滿足使用者的層面，以期為該產品塑造出與眾不同的特色，並將此成功特質傳達給消費大眾，讓該項產品在市場行銷上具備有利的競爭位置，並切中產業未來發展的方向。本研究亦從智慧型健身器材自身的角度省思，摒除了無新意的低價搶單策略，利用「關鍵技術發展藍圖」的分析，找出Peloton未來需要再加強哪些關鍵因子來維持在智慧型健身器材市場的領先優勢，降低其他業者迎頭趕上的可能，並防止未來疫情趨緩後面對健身房業者加入健身市場戰局時發生會員大量流失等問題。最後，本研究提出健身器材未來發展策略，將可提供健身器材產業之參考。

Rising of the technology level, development of the society along with the busy working in the modern business and financial world drastically increase the demand on fast food. Long term imbalanced diet habit increases the population with obesity and chronicle diseases, people begin to value and aware of the self health status which brings forth thrive of the development of fitness. The popular of fitness brings a wave of exercise that the output value of fitness industry market repeatedly reaches new highs. The short supply in fitness market not only reflects on the successive opening in fitness venues, it also drives the innovation on fitness related products and services. The rapid spread of the Covid-19 pandemic impacts the world in recent two years that many industries face the existential crisis; however, revenue of treadmill of Peloton among the fitness industry markets not only is unaffected by the impact but observes a reversal growth by the double and becomes the shinning jewel under the sever epidemic situation. Therefore this study uses Peloton smart fitness equipment as the subject, finding out its success factors that observe not the decline of revenue but reverse growth under the impact of the Covid-19 pandemic through the analysis and discussion on its smart fitness equipment. We want to find out how it would continue its growth during the post pandemic period and the key factor that avoids revenue decline to provide clients suggestions for planning new product designs.
This study targets fitness equipment industry, based on industry development history, definition and value chain relationship to conduct competition analysis and discussion as well as current market status for investigation. We also use five forces analysis to conduct fitness equipment industry analysis, discuss in-depth the characteristics of fitness equipment industry to find out the possible challenges of the fitness equipment industry chain and the competition strength and weakness of the case itself to provide the tailored operation strategy suggestions for the enterprise enhance the opportunity for large scale growth in the future to continue the company’s overall competitiveness. This study also uses SWOT analysis to discuss the strength and weakness of the product of the case trying to find out the flaw and the aspect that the product itself fails to satisfy the users, hoping to shape the features of the product that make it stand out of the crowd and convey the successful qualities to the consumers so that the product is equipped with favorable competitive position in marketing and hits on the future development direction of the industry. This study also reflects from the angle of smart fitness equipment itself and rids of the cliché low price strategies, using Key Technology Development Blueprint analysis to find out the key factors for Peloton to enhance in order to maintain its leading in the smart fitness equipment market, decrease the possibilities for other enterprises to catch up, and prevent problems such as massive losing the members due to gym operators joining the fitness market in the future when the epidemic slowdown. Finally, we will offer fitness equipment future development strategy as a reference for the industry.

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