體操運動俱樂部經營模式分析－Hamel經營模式之應用

目的：本研究旨在瞭解臺灣北區童力體操運動俱樂部經營現況及經營模式。方法：採用個案研究法，以Hamel（2000）提出的經營模式為基礎理論，採文件分析法、深度訪談法及SWOT分析，對個案進行分析探討。結果：一、經營現況：個案主要以提供專業體操教學為經營理念，於2012年搬遷至新館並投入大量資金擴充專業的場地設備，目前營運保持穩定良好；二、經營模式：個案在核心策略方面，具有明確的營運理念與市場定位，以專業的師資、課程及場地為經營特色，是個案最重要的競爭優勢；策略性資源方面，透過內部定期會議、網路資訊平臺、個人及組織能力，搭配專業且安全的場地設施與課程內容，藉以保持良好之營運；顧客介面部分：藉由實際教學互動、網路資訊平臺及針對不同課程制訂價格與優惠，與顧客建立良好的互動關係，以增進整體服務品質，提高顧客忠誠度；價值網絡部分，此部分是個案在經營模式上較弱的一環，未來可與其他業者採取合作模式，建立夥伴關係或策略聯盟，以提高經營價值、創造雙贏。結論：個案雖然有競爭上的優勢，但若要能穩定發展、永續經營，建議可朝二大方向努力：一、加強策略性資源；二、建立夥伴關係或策略聯盟，以提高產品與服務之價值。後續研究建議可與坊間民營運動俱樂部、公辦民營運動中心，進行不同屬性經營模式的探討，以探究不同經營業者營運模式之異同，提供運動俱樂部營運之參酌。

關鍵字

體操；核心策略； SWOT分析

並列摘要

Purpose: This study explored the management and business model of a gymnastics club in Taipei. Methods: The study adopted the case study method and the theory of business model proposed by Hamel in 2000. Documentary research, in-depth interviews, and SWOT analysis were employed to collect and analyze data and information concerning the target gymnastics club. Results: This study had two significant findings: (a) professional gymnastics courses, qualified trainers, ample space, and quality equipment are the main business priorities of the target gymnastics club. Despite investing a large sum of money into relocation to a larger space and diversification of equipment, the club remains steadily well managed; and (b) the club’s business model is the most important component of its core strategy, followed by its preferable customer interface, strategic resources, and valued network. Conclusions: Although the target gymnastics club was found to have competitive advantages, different means can be adopted to ensure its steady and sustainable development. To this end, this study proposed the following two major recommendations: (1) Repositioning and adjustment of the target market; and (2) establishment of partnerships or strategic alliances to increase the value of the products and services offered. The researchers suggested that follow-up studies should compare public sports centers with other private sports clubs. The differences between public sports centers and private clubs may serve as a guide for developing services of sports centers.

並列關鍵字

gymnastics ； core strategy ； SWOT

參考文獻

Hsieh, S.S., Lin, C.C., Chang, Y.K, Huang, C. J., & Hung, T. M. (2017). Effects of childhood gymnastics program on spatial working memory. Medicine & Science in Sports & Exercise. 49(12), 2537–2547. doi: 10.1249/MSS.0000000000001399

王宗騰、胡天玫 (2016) 。國小幼兒體育課程架構：建構運動技能的學習內涵。大專體育，(138)，1-20。