優化運動志工管理：內部行銷之應用

Optimizing Sports Volunteer Management: Applications of Internal Marketing

王方宜(Fang-I Wang) ； 鄭志富(Chih-Fu Cheng)

《大專體育》 146期 (2018/09) Pp. 23-31

https://doi.org/10.6162/SRR.201809_146.0003

摘要

在運動相關活動的規模逐漸提升下，運動志工成為不可或缺的人力資源，而關於志工的培育及管理也成為當今運動組織重要的課題。本文旨在以人力資源的角度，探討臺灣運動志工管理發展與培育之現況，期能透過理論與實務的結合，提供運動志工未來發展上的參考。經由內部行銷理論觀點，包含願景、發展、獎酬之構面，深入剖析與歸納。分析結果發現：一、願景策略：應具體傳達運動志工活動目標與組織理念，唯有組織和志工雙方理念一致，方能提升服務的精神和價值。二、發展策略：應有明確的權責劃分，且建立多向的溝通管道與系統化的管理訓練，有助於後續的志工培訓且強化組織之穩定性。三、獎酬策略：運用績效評估機制給予志工適當的回饋與激勵，以增加其未來持續服務與貢獻的意願。本文建議完善的內部行銷策略可強化組織與運動志工之間的連結，並更有系統性規劃與培育，提升運動志工對組織的認同感，願意全心付出達成組織願景，發揮綜效。

關鍵字

人力資源 ； 願景 ； 發展 ； 獎酬

並列摘要

With the gradual increase in the scale of sports-related activities, sports volunteers have become an indispensable human resource, and the cultivation and management of volunteers has become an important issue in today's sports organizations. This article aims to explore the current situation of the development and cultivation of Taiwan's sports volunteer management from the perspective of human resources. It can thus provide a reference for the future development of sports volunteers through the combination of theory and practice. Moreover, this article makes an in-depth analysis and induction from the perspective of internal marketing theories, including the aspects of vision, development, and rewards. Results are as follows: First, in order to enhance the spirit and value of the service, relevant vision strategies should concretely convey the goals and organizational philosophy of sports volunteer activities, so that organizations and volunteers can work in one accord. Second, development strategies should establish a clear division of powers and responsibilities and a multi-directional communications structure, and offer systematic management training; these will aid in follow-up volunteer training and strengthen the stability of the organization. Third, reward strategies should incorporate performance evaluation to give volunteers appropriate feedback and incentives; these will increase their willingness to continue service and contribution in the future. This article suggests that a well-designed, comprehensive internal marketing strategy can strengthen the link between organizations and sports volunteers, make planning and cultivation efforts more systematic, enhance sports volunteers' sense of identification with their organizations, and provide a tightlyfocused organizational vision that fosters enthusiastic service.

並列關鍵字

human resource ； vision ； development ； rewards

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