Peloton運動科技公司破壞性創新之探討

A Discussion on Peloton's Disruptive Innovation

古竣丞(Chun-Cheng Ku)；牟鍾福(Chung-Fu Mou)

Peloton ； 破壞性創新 ； 經營模式 ； Peloton ； disruptive innovation ； business model

臺南大學體育學報

18期（2023 / 12 / 01）

33 - 45

繁體中文;英文

本研究目的為深入研究健身科技公司Peloton的破壞性創新。以Christensen的理論為基礎，通過不對稱動機分析Peloton的商業模式，對比傳統健身俱樂部，並在技術、經營模式和價值網路三方面進行深入探討。本研究Peloton的發展歷程，強調其在技術方面的創新，包括雲端運算、製造技術和體驗技術，這使得其硬體和軟體設備達到了破壞性創新水平。在經營模式方面，Peloton通過價值主張、獲利公式、資源和流程的創新，建立基於會員制的社群，提供方便且獨特的遠距課程模式，實現了破壞性創新的經營方式。在價值網路方面，Peloton構建了全球性的品牌價值網路，積極擴張並實現了迅速的全球成長。本研究強調Peloton的成功來自於其對目標客戶的深入了解，以及為其提供獨特的遠距健身體驗。Peloton作為破壞性創新的代表成功地打破了傳統行業的壟斷，並為其他行業提供創新的模式。Peloton的成功是破壞性創新理念的體現，不僅改變了健身行業，還為相關產業的發展提供了參考，推動了運動休閒產業的發展。

This study delves into the disruptive innovation of the fitness technology company Peloton. Based on Christensen's theory, the research analyzes Peloton's business model through the lens of asymmetric motivation, contrasting it with traditional fitness clubs, and provides an in-depth exploration in three dimensions: technology, business model, and value network. The study introduces the developmental trajectory of Peloton, emphasizing its innovation in technology, including cloud computing, manufacturing technology, and experience technology, which elevates its hardware and software to a level of disruptive innovation. In terms of the business model, Peloton achieves disruptive innovation by establishing a community based on a membership system, offering convenient and unique remote course models through innovative value propositions, profit formulas, resources, and processes. Concerning the value network, Peloton constructs a global brand value network, actively expanding and achieving rapid global growth. The study highlights that Peloton's success stems from its in-depth understanding of the target customers and the provision of a unique remote fitness experience. As a representative of disruptive innovation, Peloton successfully breaks the monopoly of traditional industries and provides an innovative model for other sectors. Peloton's success embodies the concept of disruptive innovation, not only transforming the fitness industry but also offering a reference for the development of related industries, propelling the growth of the sports and leisure industry.