指導教授：邱宏仁臺灣大學：企業管理碩士專班歐陽慧Orchard, ChristineChristineOrchard2014-11-302018-06-292014-11-302018-06-292014http://ntur.lib.ntu.edu.tw//handle/246246/263725This business plan details the concept and implementation of YOGA LIFE, a yoga fitness center that is affordable and accessible for the middle-class working woman (or man) in Taiwan. The core services offered are yoga classes both in person at our physical locations and through live online classes YOGA LIFE is incorporated in Taiwan, with plans to franchise after the first location has been established. The fitness market, especially in the yoga sector, has been growing rapidly in Taiwan over the past decade. The current market in Taiwan is saturated by high-end, premier fitness studios. YOGA LIFE sits apart from the fitness centers in Taiwan by targeting a new segment and not just to the elite, athletic crowd. This is YOGA LIFE ‒ simple, affordable, fitness.TITLE PAGE TABLE OF CONTENTS I THESIS ORAL DEFENSE COMMITTEE CERTIFICATION II ACKNOWLEDGEMENT III ABSTRACT IV LIST OF FIGURES AND ILLUSTRATIONS X 1 EXECUTIVE SUMMARY 1 1.1 OBJECTIVES 4 1.2 KEYS TO SUCCESS 4 2 INTRODUCTION & BACKGROUND OF COMPANY 5 2.1 WHAT IS YOGA? 5 2.2 COMPANY SUMMARY 6 2.3 COMPANY LOCATIONS & FACILITIES 8 2.4 COMPANY OWNERSHIP 10 2.5 MANAGEMENTS PROFILE 10 2.6 PERSONNEL PLAN 11 3 PRODUCTS & SERVICES 12 3.1 MEETINGS THE CUSTOMERS'' NEEDS 13 3.2 COMPETITIVE COMPARISON- CASE STUDIES 14 3.2.1 PLANET FITNESS 15 3.2.2 SNAP FITNESS''S YOGAFIT, LIVE & VIRTUAL YOGA CLASSES 17 3.2.3 ANYTIME FITNESS CENTER 19 3.3 TECHNOLOGY 21 3.4 SERVICE BLUEPRINT 22 4 MARKET ANALYSIS 23 4.1 MAIN COMPETITORS 24 4.2 STRATEGIC MAP OF YOGA LIFE IN COMPARISON TO COMPETITORS 26 4.3 MARKET INTEREST 27 4.3.1 MARKET NEEDS 29 4.3.2 MARKET TRENDS & GROWTH 30 4.4 TARGET MARKET SEGMENT STRATEGY 31 4.5 INDUSTRY ANALYSIS 32 4.6 SALES FORECAST 33 5 STRATEGY & IMPLEMENTATION SUMMARY 34 5.1 STRATEGIC VISION 34 5.2 STRATEGY OVERVIEW 35 5.3 SERVICE CLASSIFICATION 36 5.4 COMPETITIVE EDGE 37 6 MARKETING PLAN 38 6.1 ONLINE MARKETING STRATEGY 39 6.2 PRICING STRATEGY 42 6.3 PROMOTION STRATEGY 43 7 FINANCIAL STATEMENTS 45 7.1 PROJECTED PROFIT & LOSS 46 7.2 PROJECTED CASH FLOW 48 7.3 PROJECTED BALANCE SHEET 49 7.4 PROJECTED PERFORMANCE RESULTS 50 8 APPENDIX 51 8.1 COMPLETE SURVEY 51 8.2 SURVEY RESULTS 542486063 bytesapplication/pdf論文公開時間：2014/07/16論文使用權限：同意有償授權(權利金給回饋學校)瑜珈thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/263725/1/ntu-103-R01749040-1.pdf