隨著世界經濟步調飛快成長，國民平均收入成長已逐漸趨穩定，生活較有品質，相對之前，大部分人們不再汲汲拼命賺錢只為了全家溫飽，如同馬斯洛理論提到，滿足低層次的生理上基本需求後，開始會追求自我安全上的需求，人們經濟獲得穩定後開始注意到健康的重要性，也願意挪用部分金錢來追求建康，不論有毅力的自我養成跑步、游泳等習慣，抑或是被動的加入健身房團體運動課程，又或更進一步尋找教練做更漸進的重量訓練、健身規劃….等等都是追求健康的好方法；完善的運動也要搭配好工具輔助，更加事半功倍,例如球鞋、球衣、各項球類及運動器材屬運動必備工具,即因其而大發利市。
近年來還有結合科技，監控健康數據的各類運動手環手錶等，更有結合最新串流科技的居家運動設備器材皆應運而生，這些高科技產品都為了讓時間上或是距離上無法配合健身房課程，卻又想要有團體運動時，彼此競爭且有教練激勵加油的同儕情誼，也就是本論文要討論的居家運動科技新創公司Peloton，為運動愛好者提供了另一個選擇。
根據國際市調機構Plunkett Research估計，2016 年全球運動休閒產業年產值已達1.5兆美元。本論文透過個案研究法及次級資料收集法，針對廣大的運動產業下的的美國運動科技新創公司Peloton 如何發跡 ? 公司定位? 目標客戶?面臨哪些傳統健身房及各類新型態居家運動科技公司..等競業? 未來的方向? 最後在探討是否在中國及台灣市場是否有發展的商機? 或是扮演什麼樣的腳色? 即對該企業的建議

In recent years, there have been various wearable technology monitoring our physical body, as well as home sports equipment that combines the latest streaming technology. These At-home fitness equipment are designed for those who cannot go to the gym on the regular basis as they are too busy or there is no any gym nearby their house. With the new concept of fitness equipment, they can do the workout anytime at home and not alone. With the latest streaming and networking technology, these users can compete and encourage each other and the fitness instructors seem face to face to coach them. Peloton is this new concept company I would like to discuss in this thesis. It provides another option for sports enthusiasts.

According to IHRSA 2018 Global report revealed that health club industry revenue totaled US$87.2 billion in 2017. This thesis uses case study method and secondary data collection method to find out Peloton’s story. How does Peloton positions herself? What are Peloton’s target customers? What are those competitors Peloton is facing and is going to face in the near future no matter the traditional gyms in the U.S. and various new home sports technologies companies in the world ? What is Peloton’s future plan? Last, we are trying to see if there are business opportunities in the Chinese and Taiwan markets? And my suggestion to Peloton.

論文摘要..........................................................I
ABSTRACT........................................................II
誌謝............................................................III
目錄.............................................................IV
圖目錄...........................................................VI
表目錄.........................................................VIII
第壹章 緒論....................................................1
第一節 研究背景與動機...........................................1
第二節 研究目的與方向...........................................2
第貳章 文獻回顧................................................4
第一節 網路效應................................................4
第二節 STP與市場定位...........................................5
第三節 社群行銷和影響力行銷.....................................6
第參章 研究方法...............................................11
第一節 研究步驟與方法..........................................11
第肆章 產業環境...............................................12
第一節 美國傳統健身房..........................................13
第二節 美國居家健身科技新創公司 ................................16
第伍章 個案分析-淺談Peloton運動科技新創公司.....................20
第一節 公司背景...............................................20
第二節 產品簡介...............................................23
第三節 品牌定位...............................................25
第四節 行銷策略...............................................28
第陸章 在台灣或中國的發展及商機.................................32
第一節 亞洲健身房市場簡介......................................32
第二節 中國健身房市場..........................................34
第三節 台灣健身房市場..........................................39
第七章 研究結論與建議..........................................43
參考文獻........................................................46

參考文獻
書籍著作
 Al Ries , Jack Trout (2011), 定位Positioning –the battle for your mind, 城邦讀書花園

報章雜誌、網路媒體報導
 自由時報 (2019-11-06), 健身產業成顯學 6年營收翻近3倍,
from https://ec.ltn.com.tw/article/breakingnews/2969528
 商業週刊 (2019-09-18), 獨家揭密》1千億估值新創為何買台南小廠？, from https://www.businessweekly.com.tw/magazine/Article_page.aspx?id=6000259
 經貿透視雙周刊第521期 (2019-07-13) ,《健身趨勢篇》搶運動財 健身產業多元進擊 , from https://www.trademag.org.tw/page/itemsd/?id=749643&no=21
 聯合新聞網 (2019-07-08) 健身產業從中美貿易戰崛起
from fhttps://udn.com/news/story/6868/3915784
 數位時代 (2019-04-03) 產值上看18兆！拆解「揮汗產業」5大商業模式
from https://www.bnext.com.tw/article/52776/fitness-technology-5-main-business-model
 數位時代 (2019-04-03) 全球最大健身獨角獸，靠超級IP吸金300億
from https://www.bnext.com.tw/article/52776/fitness-technology-5-main-business-model
 中央通訊社(2018-08-03) 中國6成健身房存在虧損 業者拚轉型 From https://www.cna.com.tw/news/acn/201808030177.aspx
 Mary Hanbury, (2019-10-20) , Peloton's biggest fans reveal why they're hooked on the buzzy workout , Business Insider, from https://www.businessinsider.com/peloton-superfans-explain-why-they-like-it-2019-10
 Nathan Reiff (2019-09-11), How Peloton Makes Money , Investopedia
from https://www.investopedia.com/insights/how-peloton-makes-money/
 Techcrunch (2019-04-04) Tonal raises $45 million to bring strength training to more living rooms from https://techcrunch.com/2019/04/04/tonal-raises-45-million-to-bring-strength-training-to-more-living-rooms/
 36kr (2019-01-17), 2018中國健身行業資料包告：9大版塊195個資料詳解中國健身行業, from https://36kr.com/p/5172769

網路資料連結
 Peloten 官方網站 from https://www.onepeloton.com/
 IHRSA Report, (2019-05-30), Worldwide Health Club Membership Now 183M Strong, from https://www.ihrsa.org/about/media-center/press-releases/ihrsa-report-worldwide-health-club-membership-now-183m-strong/
 IHRSA Report, (2018-10-16) IHRSA China Management Forum to Explore Fitness Industry Growth, from https://www.ihrsa.org/about/media-center/press-releases/ihrsa-china-management-forum-to-explore-fitness-industry-growth/
 IHRSA Report, (2018-06-14), 5 Key Asia-Pacific Health Club Industry Insights,
from https://www.ihrsa.org/improve-your-club/5-key-asia-pacific-health-club-industry-insights/
 周欽華 (2019-09-09) 輕鬆在家運動 , 科技島讀, from https://daodu.tech/09-09-2019-podcast-workout-at-home
 周欽華 (2019-09-03) 健身新創 Peloton申請上市-健身界的蘋果+ Netflix？,科技島讀, from https://daodu.tech/?s=peloton
 周欽華(2019-05-02) 最賺錢的新媒體Peloton, 科技島讀, From https://daodu.tech/05-02-2019-most-prolific-media-startup-peloton-stablecoin-tether-not-so-stable
 Crunchbase news (2019-08-27) , Peloton (Finally) Drops Its S-1, Revealing Sharply Rising Revenue And Net Losses
from https://news.crunchbase.com/news/peloton-finally-drops-its-s-1-revealing-sharply-rising-revenue-and-net-losses/
 創新拿鐵 (2018-07-27) 用直播健身讓你每天和網紅一起運動！這間新創公司結合 Apple、Netflix、直播平台的優勢，6年內打造10億美元的公司
from https://startuplatte.com/2018/07/27/online-streaming-fitness/
 Cynthia’ E lab (2019-05-02)即將上市的健身 界蘋果-Peloton, 值80億美金嗎? 【HBR After Hours Podcast】, from https://medium.com/cynthias-e-lab/hbr-after-hours-podcast-%E5%8D%B3%E5%B0%87%E4%B8%8A%E5%B8%82%E7%9A%84%E5%81%A5%E8%BA%AB%E7%95%8C%E8%98%8B%E6%9E%9C-peloton-%E5%80%BC80%E5%84%84%E7%BE%8E%E9%87%91%E5%97%8E-fe2a2ac089fa
 Meet 創業小聚(2019-05-04) 全球規模最大單車騎乘軟體，Zwift如何讓
　　柯P、地獄主廚也變粉絲？ from https://meet.bnext.com.tw/articles/view/44733
 Jack Houch(2019-06-24), Planet Fitness and Peloton Have Investors Pumped and Rivals Chafed, Barron’s from https://www.barrons.com/articles/planet-fitness-peloton-interactive-stocks-51561148688
 科技報橘 (2018-08-23) 【2.6 兆健身狂潮解析】六塊肌價比真金！Airbnb 股東、超商都搶撈 from https://buzzorange.com/techorange/2018/08/23/workout-market-is-booming/
 STOCKFEEL (2017-04-18), 一起去運動！健身俱樂部人氣正夯 from
https://www.stockfeel.com.tw/%E4%B8%80%E8%B5%B7%E5%8E%BB%E9%81%8B%E5%8B%95%EF%BC%81%E5%81%A5%E8%BA%AB%E4%BF%B1%E6%A8%82%E9%83%A8%E4%BA%BA%E6%B0%A3%E6%AD%A3%E5%A4%AF/
 康世仲, (2017-04-18), 【照護科技專欄】從Peloton看高齡運動的新商機, Anke Core , from https://www.ankecare.com/2019/16650
 Peloton’s S-1 filiing, from https://www.sec.gov/Archives/edgar/data/1639825/000119312519230923/d738839ds1.htm#rom738839_2
 MoneyDJ焦點專題, 健身風潮起 台廠搶揮汗商機 , from https://www.moneydj.com/focus/Article/%E5%81%A5%E8%BA%AB%E9%A2%A8%E6%BD%AE%E8%B5%B7%20%20%E5%8F%B0%E5%BB%A0%E6%90%B6%E6%8F%AE%E6%B1%97%E5%95%86%E6%A9%9F-636997456717155234
 領客體育 【美國健身產業系列專題】美國大型連鎖健身房介紹
https://www.linksports.tw/post/166740523340/%E7%BE%8E%E5%9C%8B%E5%81%A5%E8%BA%AB%E7%94%A2%E6%A5%AD%E7%B3%BB%E5%88%97%E5%B0%88%E9%A1%8C%E7%BE%8E%E5%9C%8B%E5%A4%A7%E5%9E%8B%E9%80%A3%E9%8E%96%E5%81%A5%E8%BA%AB%E6%88%BF%E4%BB%8B%E7%B4%B9%E4%B8%8A