健身俱樂部在不同市場區隔下人力資源管理之差異比較

The HRM Strategy of Fitness Clubs in Varying Market Segmentation

游士正(Shih-Cheng Yu) ； 謝羽青(Yu-Ching Hsieh) ； 陳屏妤(Ping-Yu Chen)

《休閒運動期刊》 11期 (2012/08) Pp. 115-126

https://doi.org/10.29909/IWCMAT.201208.0011

摘要

由於健康意識大幅提升，使得運動健身俱樂部產業在台灣蓬勃發展。然而健身俱樂部市場競爭激烈，為了因應不同的市場需求，各家公司莫不費盡心思打造出不同的產品形態。以產業形態來看，人力資源是服務業成敗的關鍵，健身運動產業在不同的市場區隔下，採取了不同的人力資源管理過程，造就健身俱樂部不同的人力資源管理策略。故本研究透過深度訪談和文獻資料蒐集，且個案內部之管理資料，也會從個案之網站、傳單或相關報章雜誌之報導，予以收集和整理，來比較World Gym和Curves兩家知名健身中心。研究結果發現：1.World Gym和Curves這兩家健身中心都有明顯的目標市場。World Gym擁有寬敞的空間和多樣性的健身設備；相反的，Curves則是屬於利基市場，主要針對需要自由的時間來做運動繁忙的女性族群。2.為了不同的市場區隔，World Gym和Curves制定了具體的人力資源管理策略。World Gym強調多元化的課程選擇，因此在人力資管理上採取「多能化策略」來符合公司的需要。3.Curves訓練課程為環狀訓練，主要針對訓練的效果而不是課程的多元化，因此在人力資源管理上是採取「專精化策略」。人力資源管理策略的形成是為了適應不同的市場區隔，而且和組織策略是密不可分的，最後也給相關產業提出若干建議。

關鍵字

健身俱樂部 ； 人力資源管理 ； 資源基礎理論 ； 多能化策略 ； 專精化策略

並列摘要

The amount of commercial fitness club is raising in Taiwan because of the demand for a healthy life and well-being. However, there is a violent competition in this market. In order to improve the advantages to attract consumers, firms are making diverse products or programs to survive. The commercial fitness clubs offer high quality facilities and human services. They deliver specific service to deal with the deferent segmentations. The purpose of this study is to explore what the strategy firms have adopted in human resource management. Two fitness alliance were selected to be researching cases: World Gym and Curves. Data was collected by interview with employees and analyzing documents, news papers, and web site. The results as follows: 1. These two companies have significant target market. World Gym majors in mass fitness market in which they possess great space in order to contain diversity equipments and facilities. Oppositely, Curves majors in a niche market. Young females who need exercise but busy, do not have a whole time or even one hour free time, are their main target consumer. 2. To adapt the features of varying market segmentation, they developed specific HRM strategies. The former emphasized offering particular programs, healthy classes, individual learning. The instructors or trainers must learn more than others to satisfy demands. All they do in HRM presents a special style so called Multi-ability strategy. 3. The latter simplified their service processes. Only one product was remained- circle training. They do exercise on any simply operated machine whenever you start as well as whoever you are. Instructor do not learn many programs instead of focus on the exercise effect they have offered. General speaking in human resource management practice, such as recruitment, training, employee development, Curves adopted a special strategy: Elaborate-strategy. The conclusion is that HRM strategy was formed to fit a firm's market segmentation. HRM strategy is not isolatable but mutually assist with organization's strategy. Finally, we also present suggestions for future research.

並列關鍵字

Fitness Club ； Human Resource Management ； RBV ； Multi-ability strategy ； Elaborate strategy