運動場館經營行銷計劃之探討－以國立體育學院羽球館為例

The Exploration of Marketing Plan for Sport Stadium management-Case Study on the Badminton Hail of National College of Physical Education & Sports

陳正霖(Cheng-Lin Chen) ； 王榮照(Jung-Chao Wang) ； 廖學松(Hsueh-Sung Liao)

《國立體育學院論叢》 16卷2期 (2005/09) Pp. 59-72

https://doi.org/10.6591/JPES.2005.09.06

摘要

由於都市人口膨脹與集中化，國民社會意識的提昇，在實施週休二日以來，民眾從事休閒運動以促進健康觀念下，導致活動場館需求不足，因此學校運動設施之開放已成為時代趨勢，以有效解決政府推動「全民運動」的政策，並擴展學校校務基金。
本文採個案分析方法，主要目的乃運用「運動行銷」之理念，對國立體育學院羽球館作一運動行銷策略規劃，經由行銷情勢、機會和問題之分析，確立行銷目標，並依據該校SWOT分析，以訂定行銷策略，期望能提昇國立體育學院羽球館營運續效有所貢獻，並提供國內其他學校運動場館在「運動行銷計劃」之參考。

關鍵字

運動行銷 ； 學校運動場館 ； SWOT分析

並列摘要

Due to the expansion and centralization of city population and the social consciousness was elevated by people, the stadium were insufficiently because of the people engaged in outdoor activities for healthy sense since the government implemented two days off-duty policy. So, to open sport facilities of school was became a trend to support governmental policy-”All the people are exerciser”, and can enlarge school funds.
The objective of this case study was based on ”sport marketing”, to explore the strategy of sport marketing, the analysis from marketing trend, opportunity and problem to set up the target for badminton hail of National College of Physical Education & Sports. According to analysis result of SWOT from NCPES, to issue the marketing strategy and hope can make a contribution to promote the managerial performance, and also can provide a reference to other school stadium on sport marketing plan.

並列關鍵字

Sport marketing ； School stadium ； SWOT analysis

參考文獻

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