台北市瑜伽教育商業模式之研究

文化大學機構典藏 CCUR > 商學院 > 社會企業管理碩士在職學位學程 > 博碩士論文 > Item 987654321/52812

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题名:	台北市瑜伽教育商業模式之研究 Study on the Business Model of Yoga Education in Taipei
作者:	邱秀芳
贡献者:	社會企業管理碩士在職學位學程
关键词:	瑜伽教育瑜珈教育身心整合商業模式
日期:	2023
上传时间:	2023-08-01 13:11:28 (UTC+8)
摘要:	健康意識的提升，在 COVID-19 後疫情時期更重視身心的照護，全球目前有超過 3 億人進行瑜伽教育的身心練習，聯合國訂定每年的 6 月 21 日為國際瑜伽日，所帶來的助益獲得廣大支持，不只是強健身體的運動，更重視身心整合的平衡健康，如何透過共享的商業模式推廣瑜伽教育的精神理念，帶動本研究的初衷。本文以人口密集和經營型態最多元的台北市為研究範圍，從相關文獻和次級資料深入探討：產業發展的概況演變、歷史源由和派別類型，以產品生命週期了解發展的階段，並透過商業模式九宮格的理論做為基礎架構。研究對象以公司、非營利組織、個人工作室三種型態來探討瑜伽教育的推廣經營模式，研究實施以文獻分析、參與觀察和深度專家訪談為蒐集資料的研究方法，彙整國內外文獻資料和研究者的實務教學經驗，多面向探討國內外瑜伽推廣的商業模式。研究發現顯示：不同經營型態的瑜伽教育產業各有其服務初衷與理念，如何能符合 SDGs 永續發展目標是共同的使命，透過突破產業界限和創新策略，讓瑜伽會館、非營利之瑜伽組織、個人工作室創建為共好之瑜伽生態系，擴展瑜伽價值光譜的結構，展現瑜伽教育存在的本質。期盼經過本研究之探討與實踐省思而有所收穫建議，並能提供未來瑜伽教育永續發展之參考。 With the promotion of health awareness, more attention is paid to physical and mental care during the post-COVID-19-epidemic period. At present, there are more than 300 million people around the world doing physical and mental exercises in yoga education. The United Nations has declared June 21st as the International Day of Yoga every year and received widespread support for the benefits brought. Yoga is not only a physical exercise that builds a person’s body, but also emphasizes the balance and health with physical and mental integration. How to promote the spiritual idea of yoga education through the shared business model drives the original intention of this study. This paper takes Taipei city with the most densely populated and diversified business models as the range of study to discuss in depth from relevant documents and secondary data the overview, evolution, historical origin and genre of industrial development and understand the stages of development through the product lifecycle and takes the theory of business model canvas as the basic framework. The object of study discusses the promotion and operation mode of yoga education in three forms: companies, non-profit organizations and individual studios, studies and implements study methods that collect data through document analysis, participatory observation and in-depth expert interviews, compiles domestic and foreign documents and practical teaching experience of researchers and discusses the business model of yoga promotion at home and abroad from multiple perspectives. The study findings show that the yoga education industry with different business models has its own service intentions and ideas. How to meet the sustainable development goal of SDGs is a common mission. By breaking through industry boundaries and innovative strategies, yoga clubs, non-profit yoga organizations and individual studios are created as a mutually beneficial yoga ecosystem, expanding the structure of yoga value spectrum and showcasing the essence of yoga education. I hope to gain some suggestions and provide a reference for the sustainable development of yoga education in the future through the discussion and practice in this study.
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