Analysis and Recommendations for the Management of the Comprehensive Community Sports Club in Japan from a Perspective of the Report of MECSST

從MECSST報告分析及建議日本綜合型社區運動俱樂部的經營

万田裕一(Yuichi Manda)

《國立臺灣體育運動大學學報》 8卷1期 (2019/01) Pp. 45-65

https://doi.org/10.3966/2226535X2019010801004

摘要

Purpose: ＂Comprehensive Community Sports Club＂ is recognized as the key to supporting the development of lifelong sports and is expected to be continuously operated. At present, however, the club management faces various problems, and there is an urgent need for improvement. this article analyzes the club's issues and propose solutions for the development of future lifelong sports. Methods: As a research methodology, the study uses document analysis, and its main documents are research reports by the Ministry of Education in charge of sports promotion policy, research reports, newspaper topics, and other reports. Conclusion: Recommendations for intangible elements: (1) The club should set appropriate participation fees and dues to improve low internal revenue sources. It should also secure such financial resources as business income, grants and subsidies, commissioned business income, and sponsorships. (2) The club should provide varied and attractive sports programs to increase membership. It should actively engage in public relations to raise awareness of sporting clubs. Recommendations of tangible elements: Using the public-private partnership system, the club should manage sports facilities that can be operated stably and continuously to improve lack of space. For these issues and the club's continued development, the club should become a nonprofit (NPO) organization, which status would provide legal capacity and help raise the club's social credit.

關鍵字

sports promotion policy ； sports management ； the public-private partnership system

並列摘要

目的：“綜合型社區運動俱樂部”被認為是支持終身體育發展的關鍵，並有望持續運營。然而，目前俱樂部管理面臨各種問題，迫切需要改進。我們分析了該俱樂部將面臨的問題，並提出所解決這些問題的解決方案。方法：本研採用文獻分析法。主要文獻以主管該俱樂部政策的文部省檔案、研究報告和報章專題等資料為主。結論：軟件方面的建議：①俱樂部收入過於依賴政府補貼。為了改善這樣財務狀況，應設置適當的參展費和會員費。另外，俱樂部要確保“營業收入”，“補貼”，“委託業務收入”，“贊助資金”等收入來源。②許多俱樂部沒有能夠確保足夠數量的成員。俱樂部為了增加會員需要提供有吸引力的運動活動。俱樂部還需要積極參與公關活動，提高俱樂部的知名度。硬件方面的建議：許多俱樂部缺乏所穩定和連續可使用的設施。為了確保適當設施，俱樂部利用“政府和社會資本合作制度”，成為公共運動設施管理者。為了解決以上問題與持續的發展，俱樂部應當成NPO法人。法人地位可能有助於提高俱樂部的社會公信力和經營透明度，導致獲得經營資源。

並列關鍵字

綜合型社區運動俱樂部 ； 政府和社會資本合作制度 ； NPO法人

參考文獻

Cabinet Office (2012). Outline of specified non-profit organization system. Retrieved from Cabinet Office, Cabinet Office NPO Section Web site: https://www.npo-homepage.go.jp/about/npo-kisochishiki/nposeidogaiyou

Economic Planning Agency (2000). National life white paper in 2000. Retrieved from Economic Planning Agency, Economic Planning Agency Web site: http://www5.cao.go.jp/seikatsu/whitepaper/wp-pl/wp-pl00/hakusho-00-1-51.html

Ishii, S. (2006). The value of sports and corporate policy: From the Aspect of CSR. Doshisha University Policy & Management, 8(1), 135–147.

Japan Sports Association (2010). Comprehensive Community Sports Club“Activity landscape photograph” “Club publicity magazine” contestwinning and selected works. Retrieved from Japan Sports Association, Japan Sports Association Web site: http://www.japan-sports.or.jp/local/tabid/513/Default.aspx

Kotler, P. T. & Andreasen, A. R. (2007). Strategic marketing for non-profit organizations (7th ed.). London: Pearson.