經營模式是企業進行活動的表現方式，一個成功的企業必定是有一個適合自己的經營模式在運作，而企業在面對時時都在改變的環境時，經營模式也必須有所改變，以回應環境的衝擊以及保持自己的競爭優勢。

因此本研究就是要探討所選取的樣本廠商的經營模式是什麼，在各自的經營模式下如何成功的保持自己的競爭優勢，並且探討廠商的過去是用什麼經營模式，和現在所用的經營模式是否有所不同，探討其模式路徑改變的軌跡，及未來可能的策略及營運上的風險，以作為個案公司的建議。

本研究以健身器材產業作為探討的產業，因為健身器材產業近幾年來是一個新興的產業，且發展的非常快速，亞洲國家也慢慢在發展這個市場，而許多的歐美國家則已發展到了成熟階段，因此歷經了從萌芽時期開始到成熟期的產業環境發展，選擇該產業內幾家代表性公司探討其過去及現在的經營模式，是相當具學術意義的。

基本上，公司經營模式可以分為六種型態，Type1-公司沒有差異性的經營模式、Type2-公司有一些差異化的經營模式、Type3-公司發展一個區隔的經營模式、Type4-公司有一個外部知識的經營模式、Type5-公司整合創新程序於經營模式中、Type6-公司的經營模式可以依據市場而改變。研究結果發現，T公司為第五種型態的經營模式，J公司為第六型，JC公司為第四型，SLS公司為第二型，DJ公司為第四型的經營模式，它們的經營模式都在改變，但其改變並不是很大，且改變的過程並不很迅速，但會朝向未來所需要的方向慢慢改變。

Business model is a kind of performance of running business by an enterprise. A successful enterprise has to own a suitable business model for running business , and business model has to change when it faces changing environment in order to maintain competitive advantage.

This study is to analyze what business models of sample companies are now , and how do these companies keep their advantages , and what were their business models in the past .Are there any differences existing? Furthermore , this study tries to examime the changing path of business model. This study will recommend some strategies for sample companies based on the analysis we have done

This study chooses fitness industry to be the case industry, because this industry is emerging in recent years and it grows very fast . Many Asia countries are exploiting this market . This industry is matured in many developed countries. This industry in those countries have experienced the stage from introduction to matured . Therefore , to study sample companies in fitness industry has significant academic meaning.

Basically , there are six types of business models . Type1-Company has an undifferentiated business model . Type2-Company has some differentiation in Its business model.Type3-Company develops a segmented business model Type4-Company has an externally aware business model type5-Company integrates its innovation process with its business model . Type6-Company’s business model is able to change , and is changed by , the market ..

The conclusions of this study are:
(一) T company belongs to type5 , J company belongs to type6 , JC company belongs to type4 , SLS company belongs to type2 , DJ company belongs to type4 ; (二) their business models have ever changed , but their changes are not so significant and so fast. Their business models will change toward the appropriate direction in the future.

第ㄧ章 緒論 1
第一節 研究動機 1
第二節 研究目的 1
第三節 研究流程 2
第二章 文獻探討 3
第一節 經營模式相關文獻探討 3
第二節 供應商與製造商相關文獻 6
第三節 市場區隔相關文獻 7
第四節 創新策略相關文獻 8
第三章 研究方法 10
第一節 研究架構 10
第二節 研究方法 10
第三節 個案研究法 10
第四節 深入訪談法 11
第五節 資料來源 11
第六節 研究限制 11
第四章 產業分析 12
第一節健身器材市場分析 12
一、市場區隔 12
二、市場概況 12
三、台灣廠商的現況 : 15
四、健身器材產業的供應鏈 18
五、健身器材產業目前面臨的問題 21
六、健身器材產業未來可能的變化 22
第二節 個案公司分析 24
一、T公司 24
二、JC公司 27
三、J公司 29
四、DJ公司 32
五、SLS公司 33
第五章 結論與建議 35
第一節:結論: 35
第二節:對個案公司的未來建議: 37
‧T公司 37
‧J公司 38
‧JC公司: 38
‧DJ公司: 38
‧SLS公司: 39
參考文獻 40

參考文獻

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