化育奧運跆拳道華人男子第一金－忠武道館營運策略之研究

The Womb of the First Male Chinese Taekwondo Olympic Gold Medal: Successful Factors in Operating Chung Wu Taekwondo Center

蘇勝宏(Sheng-Hong Su) ； 邱共鉦(Kung-Cheng Chiu) ； 李建興(Chien-Shing Lee)

《跆拳道學刊》 2期 (2015/11) Pp. 11-24

摘要

跆拳道館是臺灣跆拳道發展普及與揚威國際的中流砥柱，而邱共鉦教練所主持的忠武跆拳道館，更曾培育出華人首面奧運金牌得主朱木炎。從一館拓展至今的十一館，日益茁壯，在桃園地區屹立不搖。本研究目的在整理個案道館的營運策略，涵蓋道館收支、招生策略、活動賽事參與、輔導開館等四個主題。研究方法為文獻分析法、觀察法與訪談法。研究發現：一、該館歷經五次搬遷，不僅投資高額經費、租金，選擇交通便利地點，建立寬敞舒適的高品質場館，並巧妙運用各分館統一採購，以降低營運成本。二、招生策略則擅用平面廣告、網路行銷、口碑行銷、免費體驗行銷與奧運金牌加持，有效吸引學生報名。三、忠武體系道館聯合晉級晉等測驗，與社區公益兼顧賽事活動交流，提高向心力與認同感，使學員與家長積極參與。四、邱共鉦總教練無私提攜後進，鼓勵協助合格教練創業開館，讓忠武體系開枝散葉，穩定成長茁壯。

關鍵字

經營 ； 運動管理 ； 行銷 ； 競技運動

並列摘要

Taekwondo martial art acts as a tower of strength and has won much honor for our country in the numerous international competitions. Taekwondo centers are widespread, well developed, and accepted in Taiwan. Coach Kung-Cheng Chiu is in charge of the major affairs of raised the most Olympic athlete for the first Chinese male Taekwondo gold medal and has excellent reputation at Chung Wu Taekwondo center in Taoyuan. The purpose of this research was to seek the successful factors in operating Taekwondo Center. (1) Revenue and expenditure of the Taekwondo Center. (2) Strategies of its recruitment. (3) Competition involvement.(4) Major affairs of assisting and educating the establishment of Taekwondo Center. Literature review, participant observation and in-depth interview were conducted in order to analysis and construct the object. Four impressive results were found out to illustrate coach Chiu’s successes.(1) Taekwondo centers were established with space and comfort at convenient locations; systematic purchase strategies were adopted among branches to keep the cost down.(2) Extraordinary marketing strategies were executed: billboard advertising, network marketing, public praise, experiential marketing, and real role model.(3) United rank rising evaluation from all Chung Wu Taekwondo branches; integration by parental involvement, technique exchange among coaches, development of concerted effort between students are key triumph of its management.(4) Coach Chiu disinterestedly helps and guides inexperienced coaches establishing Taekwondo center and expands the organizational Chung Wu Taekwondo center steadily.

並列關鍵字

Operation ； Sport Management ； Marketing ； Sport Competition