本研究以水上智能救生圈為案例，深入探討創新水上產品業之推廣策略，目的在於分析智能遙控救生圈水上救援產品的市場定位、建構其商業模式，以及制定有效的推廣策略。台灣四面環海，水上活動盛行，然而每年因溺水導致的死亡事件頻繁發生，凸顯了提升水上救援效率與安全性的迫切需求。本研究通過質性研究方法，以半結構化訪談方式，深入了解個案公司的經營理念、發展歷程，並針對水上救援產品進行全面的分析。
研究結果顯示，智能遙控救生圈以其創新技術提升了水上救援的效率與安全性，但面臨知名度問題和使用普及率不高以及信任的挑戰。透過深入分析個案公司的商業模式和市場推廣策略，本研究提出一套整合4P與4C市場策略框架，旨在提高產品的市場接受度和顧客滿意度。此外，研究亦指出多方的推廣策略，如：建立訂閱制、強化售後服務、教育終端消費者、擴大市場影響力等可能有效途徑。
本研究不僅為水上救援產品的商業模式和推廣策略提供了見解，也為相關產業提供了理論與實務上的指引，以促進創新產品的市場推廣和業務發展。未來研究可進一步探討智能水上救援產品在不同市場環境下的適用性與客戶反應，以持續強化產品設計和提升市場策略的有效性。

This study takes smart lifesavers as a case to delve into the promotion strategies of innovative water products, aiming to analyze the market positioning of smart remote-controlled lifesaving devices for water rescue, construct their business models, and develop effective promotion strategies. Surrounded by the sea, Taiwan is prevalent with water activities. However, the frequent occurrence of drowning incidents annually highlights the urgent need to enhance the efficiency and safety of water rescues. Through qualitative research methods and semi-structured interviews, this study gains deep insights into the business philosophy and development history of the case company and conducts a comprehensive analysis of water rescue products.
The findings show that smart remote-controlled lifesavers, with their innovative technology, have improved the efficiency and safety of water rescues but face challenges in terms of brand awareness, low usage rates, and trust. By analyzing the business model and marketing strategies of the case company, this study proposes an integrated 4P and 4C marketing strategy framework aimed at increasing product market acceptance and customer satisfaction. Additionally, the research indicates that strengthening after-sales service could be an effective way to enhance product visibility and expand market influence.
This research not only provides an empirical basis for the business model and promotional strategies of water rescue products but also offers theoretical and practical guidance for related industries to promote the market penetration and business development of innovative products. Future research could further explore the applicability and customer response to smart water rescue products in different market environments to continuously strengthen product design and enhance the effectiveness of marketing strategies.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 vi
圖　次 viii
表　次 ix
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究問題與目的 2
第三節　研究流程 3
第二章　文獻回顧 5
第一節　水上救援與水上救援設備 5
第二節　智能水上救生圈 6
第三節　水域活動產業分析 8
第四節　SWOT分析 9
第五節　商業模式 11
第六節　4P 13
第七節　4C 15
第三章　研究方法 16
第一節　個案研究法 16
第二節　個案介紹 17
第三節　訪談設計 19
第四章　資料分析 23
第一節　訪談對象介紹 23
第二節　訪談結果分析 24
第三節　智能遙控救生圈設備之推廣策略 28
第五章　結論 42
第一節　研究結論 42
第二節　理論貢獻 44
第三節　實務貢獻 45
第四節　研究限制與未來研究方向 46
參考資料 47
一、中文部分 47
二、英文部分 47

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