都會型運動場館經營模式之探討以台茂購物中心"Action Zone"爲例

隨著國民所得顯著提升、週休二日制度的實施，台灣民眾在休閒運動、靜態與動態娛樂上的需求有了重大的改變。社會大眾對於健康、娛樂、休閒運動等的重視程度增加，現代社會中，因人們因缺乏身體活動的坐式生活型態(Sedentary Living Style)，為求疏解伴隨長期工作而來的沉重壓力，減輕精神上的負擔，並促進家庭和社會人際關係的和諧，休閒活動日漸受到重視。休閒活動除了走出戶外，還有一些室內的運動場館可供選擇，但在人口眾多的城市內，休閒運動的空間逐漸縮小、運動趨於多樣化、小群體化與付費觀念深化，這種情形在都會區尤其明顯，因為都市中的運動用地取得不易，因此良好的運動設施與場館，更能直接影響民眾的運動與休閒的意願，進而達到全民運動的最終目的。本文將就國內頗具知名度的桃園南崁台茂購物中心的運動場館「Action Zone」為例，使用個案研究法與深度訪談法去深入探討，分析其成功的經營策略與方向，為國內都會型運動場館做個良好經營範例，研究結果顯示，導入運動行銷的策咯確實讓Action Zone提升營業額與來客率，希望以此研究結果讓其他的公私立運動場館，可以從中獲得一些經營管理概念，付諸實質的策略執行。

關鍵字

休閒；運動場館；都會區

並列摘要

According to the obvious rise in GPD and no work on weekend, people in Taiwan has a great change in need of recreation and dynamic or motionless entertainments; emphasizes on the importance on those things. In modern society, humans want to release the pressure by long-time working; reduce the burden of mind and improve the harmony with families for the sake of Sedentary Living Style without taking exercise. They year for leisure time in their life, besides outdoor activities, people can also choose other sport center to exercise. But in crowded city, it is difficult to find a good place to exercise because the space is getting smaller; varieties of sports; small group type and reinforce the concept user's paying, especially in the urban. Thus, an excellent sport centre can influence men's wills to participate in sports and recreation directly. Finally, we can achieve the best goal of all people in sports. So that the research takes the 『Action Zone』 in Tai-Mao Shopping Mall for instance with the way of Case Study and Depth Interviewing. The research will analyze the successful business operation strategy of 『Action Zone』. The result shows that Tai-Mao increases its business volume and customers after practicing sports marketing. It can be a paradigm to other public or private sport centre around Taiwan. To find out some management ways and spirit and realize it well.