Founder Zheng Ming-feng of Benli Marketing Co., Ltd. was invited to speak on the "Business Model Mindset" part of "Leisure Activity Planning and Management," sharing how to apply athlete DNA to business management, combining practical cases and innovative thinking suitable for leisure industry development. Zheng Ming-feng started from his own experience, emphasizing that athlete DNA is not limited to competition but can be transformed into business advantages, such as mastering experience, rhythm, and human insight. He shared the turning point from debt to successful entrepreneurship, encouraging not to compete on price but to find differentiation. During the lecture, he pointed out that the true value of activity planning lies in business model design: finding pain points, providing for needs, and transforming group feelings into value. For example, in leisure farms or sports brands, an athlete's sensitivity can adjust the activity rhythm, read participants' emotions, and enhance interaction and satisfaction. Zheng Ming-feng's practical cases focused on starting a business from scratch, using social media like Instagram to create differentiation. He introduced the application of IG Reels, amplifying brand exposure through story marketing, following trends, and the compound interest effect. The 111 principle (one theme, one thing, one result) is the core, helping design scripts to make content viral. For instance, from a passerby's glance on day one to becoming the top recommendation in the sixth month, continuous creation changes perception, applicable to promoting camping or river trekking activities to attract younger customers. The lecture emphasized self-awareness and contrast, encouraging asking five "whys" to dig into motivation, such as why study physical education or love basketball, and thereby find confidence and identity. This helps career development and adjusting mindset when facing setbacks. He shared life turning points, encouraging focusing on oneself and creating a unique trajectory. Integrating ESG elements, such as low-carbon travel and community participation, contributes to SDG goals and enhances brand responsibility.

Implemented by Department of Recreation and Sports Management
Date: 2025/12/19