結交好友，動出健康──“Group Fitness”健身交友平台行銷企劃之實例分析

Making Friends, Exercising Healthy- A Case Analysis of . 17 “Group Fitness” Platform Marketing Plan

現代人因飲食選擇多元以及多吃少動而產生肥胖現象，因此有越來越多人因注重身材而健身運動。許多人前往健身房運動，希望能有好的健身成效，但卻往往因為沒有朋友一同前往，產生惰性而不能持續。因此本研究開發一個“Group Fitness”健身交友平台，讓消費者不只在平台上可以結交志同道合的健身朋友們一起運動健身，更能獲得經由大數據分析統整的健身資訊。本研究希望透過嚴謹的研究方法，由產業環境分析著手，並透過STP分析找到目標客群，然後發展一套完整的行銷企劃案。讓民眾在平台上交到也想健身的朋友一同進行健身，不但可以讓健身更有成效，更可使大家的健康獲得保障。

Obesity has become a serious problem because people eat more and exercise less with a wide variety of gourmet food and busy schedule. More and more people are aware of the obesity problem and start to exercise to get in shape. Many people go to gyms to work out, but most of them cannot keep it as a habit in a consistent way as they have no friend companions to go with during the exercise. The routine workout may become boring and less productive. This study develops a “Group Fitness” platform for consumers not to give up halfway. Via this platform, people can not only join the like-minded fitness friends to exercise together, but also receive fitness information integration from the big data analysis. This study started with the industrial environment analysis through rigorous research methods and tried to find the target customers through STP analysis. Based on the information received from such analysis, it could develop a complete marketing plan. With this platform, people may find friends who would like to exercise together. This process not only makes fitness more effective, but also improves the overall health of whom participating in this platform.