- 期刊
幼兒運動遊戲產業經營模式之探討—以騎士堡國際事業有限公司為例
Research of Business Model in Children Exercise and Game Business-Take Kidsburgh International Enterprise Limited Company as an Example
摘要
本研究之目的在於暸解幼兒運動遊戲產業之經營。希望藉由騎士堡國際事業有限公司的個案探討，暸解幼兒運動遊戲產業營運現況、行銷5P策略及經營模式。為達此目的，本研究探用文獻分析法及深度訪談法暸解「騎士堡國際事業有限公司」經營運作現況，結果發現，一、「騎士堡」的營運現況以兒童體能、兒童創意及兒童品格教育為核心，主要服務項目包含品格教育、體能教育、舞蹈教育及創意教育；二、「騎士堡」的「產品」內容及對象都較其他業者廣；「價格」的定價及收費主要是配合消費者的需求；「通路」僅有一家，未來有擴點的計畫；「促銷」目前僅有優惠套票；而「公共關係」雖然有活動及宣傳策略，但曝光程度略顯不足；三、以Hamel企業內部核心策略、資源、顧客構面及企業間價值網絡等四大面向之經營模式探討「騎士堡」之營運，顯示「騎士堡」以讓兒童玩出品格、玩出健康的遊戲教育環境為核心策略資源來建立品牌；「騎士堡」的顧客介面雖已建立部分客戶的忠誠度，但接觸有限、宣傳不足將影響企業競爭力；「騎士堡」的企業間價值網絡在營運只有一年及規模只有一家的限制下，需擴大營運方能強化企業的整體表現。
並列摘要
The purpose of this research was to understand the managing status, 5P marketing strategies, and business model in children exercise and game by case study of Kidsburgh international enterprise limited company. Documentary analysis and depth interview were used in this research, and the results were as follows. A. The cores of their operational status are physical fitness of children, children creativity, and character education. The main services include character education, physical fitness, dance, and creative education. B. Their contents of the products and objects are wider than others. The price and charges meet the customers' demand. There is only one place now, and they are planning to expand in the future. The package tickets discount is the only promoting way now. In the public relationships, although there are some activities and promotional strategies, yet the level of exposure is not high enough. C. Discussing about their operation through four concepts of Hamel, include core strategy, strategic resource, customer interface, and value networks between enterprises. It shows that playing for good character, health game and educational environment are the core strategic resources to build their brand. Although they establish the loyalty of some customers, the limited contact and lack of publicity affect the competitiveness of the enterprise. In the value network between enterprises, they need to expand the branches to strengthen the company's overall performance.