在台灣，體育產業日益興盛。我們可以看到越來越多的孩童在公園裡運動、參與體育賽事或參加體育比賽。特別值得注意的是，許多家長開始意識到孩童的課外活動與運動的重要性，藉由規律的運動可以使孩童健康的成長，進而提升課業的表現。

本研究的研究對象「氣宇軒昂休閒娛樂」是一間提供體育夏令營的公司，為孩童的暑假提供一個健康運動的新選擇。在這裡，孩童可以盡情享受運動的時光，把課業壓力拋在腦後，家長也可以放心的工作。此外，這將是一個可以讓孩子們對運動充滿熱情的地方，也會有與學校截然不同的人際互動。

本研究中首先對台灣體育市場及夏令營產業進行分析，接著進行內部與外部市場分析，導出氣宇軒昂休閒娛樂將作為市場的先驅者。在市場研究分析中，以PEST分析、五力分析、以及SWOT分析法來做進一步的探討。此外，本研究也評估了公司的最佳退出選擇。為了鞏固公司所提供的服務，以及成功的關鍵，本研究對專家和家長進行了訪談。最後，我們為公司評估了最佳退出選擇，以因應市場的變動。

Taiwan is under the global push wave of sports businesses. It is becoming more common to see children training a sport in the parks, participating in sports events, or attending sports competition. The most important thing is that the parent's community is beginning to become aware of the importance of children participating in active and healthy extracurricular activities that enhance their daily routine stability and therefore boost their academic performance.
HERO SPORTS is a business that is proposing a new alternative of sports activities during the summer vacations, that are the sports summer camps, in which children have plenty of free time and out of academic responsibilities and in which parents need to occupy their children’s time in a productive activity. In addition, it will be an event that would allow the children to become passionate about a sport and to have interpersonal experiences different from those they regularly have in school or sports academies.
An analysis of the market background for the sports and summer camps industries in Taiwan were carried out. We have conducted an internal and external market analysis in which HERO SPORTS will operate as pioneer. PEST Analysis, 5 Forces Analysis and SWOT analysis were performed for the accomplishment of the market research analysis. In addition, we evaluate the best exit options for the company. Interviews with experts and parents were conducted in order to consolidate the services that the company want to offer, as well as it keys to success. Finally, we evaluate the best exit options for the company in case it does not present positive results.

Thesis Approval Form i
Acknowledgements iii
摘要 iv
Abstract v
Table Index x
Figure Index x
1. EXECUTIVE SUMMARY 7
1.1. Problem 7
1.2. Solution 7
1.3. Business Model 8
1.4. Product and Technology 8
1.5. Marketing and Sales Strategy 9
1.6. External Environment and Competition 9
1.7. Financial Analysis and Projections 10
1.8. Team 10
1.9. Implementation Roadmap 11
2. BUSINESS DESCRIPTION 12
2.1. General Description of the business 12
2.2. Differentiation Strategy 14
3. MARKET RESEARCH ANALYSIS 17
3.1. Market Background 17
3.1.1. Summer Camp Market Background 17
3.1.2. Sports Market Background 19
3.2. Environmental Analysis - PEST 22
3.3. 5 Forces Analysis 28
3.4. SWOT Analysis 31
4. MARKETING PLAN 32
4.1. 4Ps 32
4.1.1. Product / Service 32
4.1.2. Price 33
4.1.3. Promotion 34
4.1.4. Place 34
4.2. Target Market and Customers 34
4.3. Pricing Strategy 35
4.4. Promotion and advertising strategy 40
4.4.1. Website 40
4.4.2. Social Media Marketing 40
4.4.3. Slogan 41
4.4.4. Logo 41
4.4.5. Direct Marketing 42
4.4.5.1. Brand Book 42
4.4.6. Word of mouth (WOM) 42
4.4.7. Forecast 43
5. MANAGEMENT 44
5.1. Ownership 44
5.2. Management Team 44
5.3. Business Location, Governance and Organization Structure 46
5.4. Customer Relationships Management 47
6. FINANCES 48
6.1. Capital Requirements 48
6.2. Break-even analysis 49
6.3. Financial Statements 52
6.3.1. Opening Day Balance Sheet 52
6.3.2. Income Statement for Year 1 54
7. CRITICAL RISK AND PROBLEMS 56
7.1. Excessive Direct and Indirect competition 56
7.2. Risk and Problems 56
8. FUTURE OUTLOOK AND EXIT STRATEGIES 58
8.1. Future Outlook 58
8.2. Exit Strategies 59
9. CONCLUSION 60
10. REFERENCES 61
APPENDIX A – Application Form (Coaches and Volunteers) 65
APPENDIX B – Break-even Point Scenarios HERO SPORTS One Day Cup 67
APPENDIX C – HERO SPORTS Opening Day Balance Sheet 68
APPENDIX D – HERO SPORTS Income Statement -Year 1 69
APPENDIX E – HERO SPORTS Parent’s Survey 70
APPENDIX F – Interview Transcripts Lic. Sandro Ortiz – Experimented Soccer Coach 76
APPENDIX H – HERO SPORTS Uniforms Prototypes 79

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