以區位可及性觀點建立運動休閒廠商之經濟分析模型

An Economic Analysis Model of the Recreational Sport Company Based on the Location Accessibility

游建華(Chien-Hwa Yu) ； 簡龍鳳(Lung-Feng Chien)

《臺灣體育學術研究》 63期 (2017/12) Pp. 149-167

https://doi.org/10.6590/TJSSR.2017.12.09

摘要

適度的運動休閒是保持身心健康最佳方式之一，惟都市人常囿於工作後可運用之時間零碎且短暫，因而對運動休閒產生惰性。因此，廠商在獨占性競爭市場下，如何擴大市場需求提高經營績效之關鍵因素，即在於滿足消費者能善用剩餘時間從事運動休閒之需求。亦即，廠商除了提供以「風格和類型」及「品質和服務」之產品差異化外，更應重視「區位可及性」。鑑於捷運場站對於提升區位可及性、創造獨占供給及擴大聚集需求，具有相當顯著效果，本文謹將運動休閒場址有／無位於捷運場站，引入區位可及性理論分析框架中，規範性地建構理論經濟分析模型，包括：建構獨占性競爭廠商之定價、獨占區位廠商之市場服務範圍及消費需求變化之關聯分析模型，以及建構獨占區位廠商之經營規模、定價及利潤關聯分析模型，期能提供運動休閒廠商在經營策略上多一層面之思維。

關鍵字

獨占性競爭 ； 捷運場站 ； 消費需求 ； 經營規模

並列摘要

One of the best ways to maintain physical and mental health is to appropriately exercise. For people in the city, it is idle to take the workout because time is fragment and temporary after work. In the monopolistic competition market, the key factor to expand the market demand and improve operational performance is to meet the consumer demand of using the remaining time for exercise. On the other words, the location accessibility should be emphasized more in addition to providing the products with different style, type, quality, and service. Due to the significant results of enhancing the location accessibility, creating an exclusive supply and increasing demand through the MRT station, this paper addresses the developing processes of the location accessibility analysis model for recreational sport company within / without at MRT station. Through the establish processes, the model related with the monopolistic pricing, market service scope and consumer demand, and the model associated with the operational scale, monopolistic pricing and profit are completely well developed. The conclusions drawn from this research will provide the recreational sport companies a different point of view in the business operational strategy.

並列關鍵字

Monopolistic competition ； MRT station ； Consumer demand ； Operational scale

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