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| 研究生： |
鄭智庸 Cheng, Chih-Yung |
|---|---|
| 論文名稱： |
好好健身商業計劃書 Business Plan of WellFit Fitness Studio |
| 指導教授： |
吳文傑
Wu, Jack |
| 口試委員: |
彭喜樞
Peng, Shi-Shu 鄭輝培 Cheng, Terry |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2021 |
| 畢業學年度： | 109 |
| 語文別： | 英文 |
| 論文頁數： | 49 |
| 中文關鍵詞： | 商業計劃書 、健康 、建身房 |
| 外文關鍵詞： | Business Plan, Fitness, Fitness Studio |
| DOI URL： | http://doi.org/10.6814/NCCU202100776 |
| 相關次數： | 點閱：63 下載：0 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
In this business plan, a well-planned fitness studio is addressed. This business plan includes the current market situation, purpose of the business, marketing, and all planning of the business. The business is competitive and different from the existing competitors. Compared to existing top three gyms, WellFit provide a better service combining health care service, pressure release with training course. WellFit works with nutritionists, physical therapists, and doctors giving an overall health comment, and trains trainers with multi-expertise giving customer the training as a composite of yoga, boxing, weight training, aerobic exercise, etc. With different product provided to the market, we believe WellFit could be successful and sustainable. From the financial projection, it shows the business generates positive income streams from the second year of operation, and meet the break even point in the 3rd year.
1. Executive Summary 1
1.1. What 1
1.2. Why 1
1.3. Where 1
1.4. How 1
2. Introduction 2
2.1. Business overview 2
2.2. Mission and vision 2
2.3. Company ownership 3
2.4. Management and functional teams 4
2.4.1. Trainer team 4
2.4.2. Health caring team 5
2.4.3. Marketing team 5
2.4.4. HR and general affairs team 5
2.4.5. Finance team 5
2.5. Naming 6
3. Business environment and industry analysis 7
3.1. Market analysis 7
3.1.1. Exercise environment and trends analysis 7
3.1.2. Market analysis in 7th redevelopment zone, Taichung, Taichung 9
3.1.3. Population ages in 7th redevelopment zone, Taichung, Taichung 9
3.2. Customer analysis 9
3.2.1. Exercise population in 7th redevelopment zone 9
3.2.2. Customer segments analysis 10
3.3. Key partner analysis 13
3.3.1. Suppliers 13
3.3.2. Trainers 13
3.3.3. Health care teams 14
3.3.4. Other key partners 14
3.4. Competitor analysis 15
3.4.1. Marketing and operation strategies comparison to key competitors 15
3.4.2. Direct competitors analysis 16
3.4.3. Indirect competitors analysis 16
3.5. SWOT analysis 16
4. Marketing 18
4.1. Product 18
4.1.1. Product and service offered 18
4.1.2. Customer experience design 19
4.1.3. Industrial product comparison and product differentiation 20
4.2. Price 21
4.2.1. Price list and discount 21
4.2.2. Price comparison with competitors 22
4.2.3. Costs and margins 26
4.3. Place 28
4.3.1. Studio location and facilities 28
4.3.2. Communication channels 28
4.4. Promotion 28
4.4.1. Awareness building by fitness and health care related knowledge seminars 28
4.4.2. KOL building and self-media 29
4.4.3. Other KOL collaborates 29
5. Business model 30
5.1. Value proposition 31
5.2. Customer segments 31
5.3. Channels 32
5.3.1. Line 32
5.3.2. Facebook and Instagram 32
5.3.3. Youtube channel 33
5.3.4. Google searching engine advertisement 33
5.3.5. Official website 33
5.4. Customer relationships 34
5.5. Revenue streams 34
5.6. Key resources 34
5.6.1. Trainers 34
5.6.2. Health care related team 35
5.6.3. Training facilities 35
5.7. Key partners 35
5.7.1. Landlord of the studio 35
5.7.2. Interior designer 36
5.7.3. Sport brands 36
5.7.4. Other administration partners and suppliers 36
5.8. Key activities 36
5.9. Cost Structure 37
5.9.1. Fixed costs 37
5.9.2. Variable costs 37
6. Financial 38
6.1. Initial investments and funding 38
6.2. Fixed costs 39
6.3. Variable costs 40
6.4. Estimated income and profitability 41
6.5. Estimated income statement 43
6.6. Estimated balance sheet 44
6.7. Estimated cash flow 45
7. Summary 46
8. Reference 47
9. Appendix 48
[1] 林佩瑜(2020)，109年運動現況調查成果，體育部體育署
[2] 台中市運動局(2020)，109年性別分析_臺中市全民運動參與之性別分析，台中市運動局
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