摘要
從國外發展經驗顯示，運動服務產業隨著日益蓬勃發展，對國家整體或地方經 濟均有重大效益;若再進一步觀察成長中的細項業別，可發現健身中心及俱樂部為 近五年增加最多的業別，由 149 家增加至 105 年的 299 家，106 年更突破達 369 家; 綜觀運動服務產業並非只有單一健身需求，早在民國 87 年台灣在曼谷亞運拿下 6 金 2 銀 3 銅讓國內保齡球的發展達到巔峰，全國保齡球館更超過 600 家遠勝過 106 年健身中心數量，球道數量也有近 20,000 條，其密度高居世界第一位，此一時期， 打保齡球的風氣相當盛行，處於空前絕後的黃金時期;然而，在過度發展之後，保 齡球產業由盛轉衰，保齡球逐漸變成只有一小部分人所喜歡的運動，風光不在令人 不勝唏噓;但是，個案公司在民國 91 年 8 月突破過度競爭的保齡球紅海，其發現 在現代人高壓且忙碌的生活型態下，若能發展出具有方便、省時、多選擇性的複合 式運動遊樂場館之新經營型態，將能開創另外一片藍海;本文將透過分析個案公司 「E7PLAY」其行銷策略以進行研究。
本研究擬利用 SWOT 分析、STP+4P 分析，來確認個案公司的行銷組合及其 現有的優劣勢，並進一步瞭解其機會與威脅;接著透過行銷 4.0 探討其人本設計及 符合現下網路時代的行銷策略;再來商業模式中以價值主張為核心，確認收益流及 成本結構中的各項關鍵活動及要素;最後我們以八角框架分析法研究顧客消費目 的，嚐試探討能否以遊戲化設計影響顧客終生價值。
經研究發現，個案公司在複合式運動遊樂場館發展雖已超過十六年，期間嘗試 不同的經營模組及方式，但其原策略行銷上尚有不足之處，本研究將透過系統化的 研究設計，優化其產品服務流程並進而強化其價值主張，在考量成本及收益的同時 影響顧客終生價值。
關鍵字: 運動服務產業、SWOT 分析、STP+4P(行銷組合) 、行銷 4.0、商業模式、 八角框架分析法

Abstract
The experience of development from abroad indicates that the Sports Service Industry has significant benefits for the whole country or the local economy as it grows vigorously. If we look further into these growing industries, we can find that the fitness centers and clubs have the biggest increased among these growing industries in the last five years. The number of fitness centers and clubs have increased from 149 to 299 till 2016 and even reach 369 in 2017. Taken all together, the demands of Sports Service Industry are including not only fitness industry. In the early 1998, Taiwan team collected 6 gold, 2 silver and 3 bronze medals in bowling, at the 13th Asian Games in Bangkok, the knock-on effect for the development of domestic bowling reached its pinnacle; therefore, the amount of bowling alleys is reached 600 in 2017 in Taiwan, the total amount is much more than fitness centers. The number of bowling lanes even nearly twenty thousand, Taiwan possesses the highest ratio of bowling alleys per population density of any country in the world. Go bowling is a very popular sport at that period, which is the bowling’s unprecedented golden age. However, the bowling industry has turned from prosperity to decline due to overexploitation of market. Bowling has become a sport for a small number of people for the last two decades, the changing made people engaged in bowling industry can’t help being sighing.
Nevertheless, the business case study for this thesis broke out of the bowling red ocean of excessive competition in August, 2002. The corporation found out if it can develop a brand new business model with convenient, time-saving, multi-selective for sports and entertainment complex, it will be able to create a blue ocean due to modern people live under high-pressure and live a busy lifestyle. This thesis will conduct research of case “E7PLAY” by analyzing its marketing strategy. The study intends to use SWOT analysis and STP+4P analysis to confirm the marketing mix and existing advantages and disadvantages of this business case, and to further learn its opportunities and threats, then by using Marketing 4.0 to explore its human-centered design and marketing strategy in line with the current internet era. Secondly, the study will identify the key activities, elements of the revenue stream and cost structure by taking value proposition as the core of the Business Model Canvas. Finally, I will use the octalysis framework to study the purpose of customer consumption and sound out if the gamification design can influence the lifetime value of customers.
The study found out that although the business case “E7PLAY” has been developing in the field of sports and entertainment complex for more than 16 years, it has tried different kinds of management modules and methods during these years. However, there are still some problems and shortcomings with original strategic marketing. This research will conduct the process optimization of product and service and then strengthen its value proposition through systematic research and design, affecting customers' lifetime value while considering costs and benefits.
Keywords: Sports service industry, SWOT analysis, STP+4P(marketing mix) , Marketing 4.0, Business Model Canvas, Octalysis

目錄
論文審定書 ...............................................................................................................................................i
誌 謝.........................................................................................................................................................ii
摘 要........................................................................................................................................................iii
Abstract ................................................................................................................................................... iv
目 錄........................................................................................................................................................vi
圖 次......................................................................................................................................................viii
表 次.........................................................................................................................................................x
第一章 緒論..........................................................................................................................................1
第一節 研究背景與動機.........................................................................................................1
第二節 研究目的 .......................................................................................................................2
第三節 研究流程 .......................................................................................................................3
第四節 研究範圍與限制.........................................................................................................3
第二章 策略行銷分析工具.............................................................................................................4
第一節 SWOT 分析 ..................................................................................................................4
第二節 STP+4P(行銷組合)分析 ..........................................................................................5
第三節 行銷 4.0 之 5A 架構分析.........................................................................................6
第四節 獲利世代商業模式分析 ..........................................................................................7
第五節 八角框架分析法.........................................................................................................8
第三章 研究設計 ............................................................................................................................. 10
第一節 研究結構 .................................................................................................................... 10
第二節 研究模式 .................................................................................................................... 10
第三節 研究方法 .................................................................................................................... 14
第四章 個案分析 ............................................................................................................................. 17
第一節 產業現況 .................................................................................................................... 17
第二節 個案公司介紹........................................................................................................... 22
第三節 行銷分析 .................................................................................................................... 26
第四節 行銷策略 .................................................................................................................... 35
第五節 顧客管理 .................................................................................................................... 40
第六節 獲利模式 .................................................................................................................... 45
第五章 結論與建議 ........................................................................................................................ 52
第一節 結論.............................................................................................................................. 52
第二節 建議.............................................................................................................................. 55
參考文獻 ................................................................................................................................................ 56
附錄一 訪談(調查)問卷...................................................................................................................58
附錄二 訪談記錄...............................................................................................................................60

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