| Summary: | 碩士 === 龍華科技大學 === 企業管理系碩士班 === 106 === People nowadays have more time and budget to participate in various sports and leisure activities under the developing of society and economic growth. Moreover, the rise of national health awareness and the pursuit of high quality of life have also created the demand for sports service industry. Relevant books and courses can be seen everywhere, which shows the need of self-exploration and lifestyle adjustment among people nowadays. Since the characteristics of Soma-Industry (the complementation of physical and mental industry) are different from the general substantive products, the body and mind products include the following characteristics: Firstly, it is an experience that requires a long-term participation and has different stages of comprehension depending on one’s involving period. Secondly, the body and mind products can hardly be directly understood entirely without action, meanwhile, consumers won’t be benefited presently. Therefore, Soma-Industry has been facing the difficulty of promotion. In the past, most of the research on business model was mainly based on the study of general enterprises. However, as our consuming habits have developed, this study is based on the business model of four cases in Soma-Industry.
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