The strategy of Ingredient branding for critical components of fitness equipment

• Main Authors: Nien, Yu-Mei, 粘玉梅
• Other Authors: Charles Chien
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/45810176519216609857

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 103 === Abstract Fitness equipment manufacturering in Taiwan has been more than 30 years, through the most severe global financial tsunami, and the face of the 2012 European credit crunch, harsh market face for Europe and the United States-based fitness equipment industry, in the face of large environmental sever change, key components company in the fitness equipment industry chain upstream, left side facing the increasingly meager profit margins, right side also facing manufacturers of vertical integration, in both attacks, it seems to fall into the mud with, has not move feel! A lot of research to observe the strategies and business operations of the fitness equipment brands of fitness equipment factory before this in this study for the company key components of fitness equipment, data gathering and depth interviews to understand the fitness equipment factory or brand for the purchase of the key components of the current development and future trends. Looking for the survival point of the key components company, and given the current vendors next business strategy and recommendations. This study found that the five forces analysis to analyze the fitness equipment industry, either international brands or general fitness equipment factory is the most important measure of its transaction costs for key components purchase; key components plant for home the great points of difference or commercial development costs, general fitness equipment factory in terms of size, analysis of the core competitiveness, strategic customers, and then develop the most effective resource elements of the brand. Keywords: indoor fitness equipment, transaction cost theory, resource dependency theory, elements of the brand, core competence of relationship marketing.