台北市兒童新樂園經營策略探析

本研究以台北市兒童新樂園為例，以觀察法蒐集資料並將資料統整後，以SWOT分析工具進行分析，優勢包括園內有免費的遊戲設施、服務人員皆穿著制服背心等21項；劣勢包括自動查詢／加值機位置不明顯、一日券有遊樂設施的使用限制等7項；機會包括民眾日益了解休閒活動可促進親子關係、有多條公車路線抵達，且交通成本相對便宜等5項；威脅包括天氣因素影響民眾的入園意願、新冠肺炎的疫情尚未完全平穩，易影響入園人數等6項。本研究最後也做出包括發行A1～A10遊樂設施也可使用的一日券，可一票玩到底的心理誘因可刺激民眾的遊玩意願，也間接增加門票收入、將自動查詢／加值機放在園區顯眼處並增加數量，以利民眾使用等7項建議。

關鍵字

經營策略；主題樂園；兒童新樂園

並列摘要

This study takes Taipei Children's Amusement Park as the case, collects and integrates the data by observation method, and then analyzes the data with SWOT analysis tool. There 21 items of advantage, including free game facilities in the park, and all staffs wear uniform vest. There are 7 items of disadvantage, including location of automatic inquiry/value-added machines are not obvious, one-day pass has restrictions on the use of amusement facilities; There are 5 items of Opportunity, including the public is increasingly aware that leisure activities can promote parent-child relationship, multiple bus routes to arrive, and the transportation cost is cheap; There are 6 items of Threat, including weather factors affect people's willingness to enter the park, and the situation of COVID-19 has not yet been completely stabilized, which can easily affect the number into the park. Finally this study also makes 7 suggestions, including provide one-day pass that can also be used in A1~A10 amusement facilities, because the psychological incentive to play all amusement facilities with one ticket can stimulate people's willingness, and also indirectly increase ticket revenue, place automatic inquiry/value-added machines prominently in the park, and increase the number to facilitate the use of the public.