我國不同城市兒童體操俱樂部營運現況分析

Analysis of Operations Strategies of Child Gymnastics Clubs in Different Cities in Taiwan

蔡亨(Heng Tsai)

《運動教練科學》 58期 (2020/06) Pp. 25-40

https://doi.org/10.6194/SCS.202006_(58).0003

摘要

目的：近年來，國內兒童體操俱樂部受到國外觀念與發展的影響，如雨後春筍般地成立，面對不同城市消費型態的差異，調查不同城市的營運現況為本研究之目的。方法：以臺北市、新竹市、臺南市、屏東市等5家俱樂部為研究對象，利用問卷調查、文獻分析、深入訪談與觀察等方法來進行分析探討。結果：大都會城市的消費者較能接受付費俱樂部，而鄉鎮型城市的俱樂部較難經營；年齡以3－6歲學齡前的學員為最多，其次是6－8歲與2－3歲，且年齡越大參與人數越少；參與阻礙是「與其他學習時間衝突」及「家長沒有時間接送」為主要障礙；分級授課是大部分採用的方式，且自行規劃成5－6個等級的課程，而課程包含地板、平衡木、單槓、跳箱、彈跳床等項目；能力檢定方面，僅有一家俱樂部來辦理，其餘則利用活動與競賽舉辦來取代能力檢定。結論：我國不同城市的兒童體操俱樂部其營運策略皆相似，其差異在於不同城市的定價策略有所不同。兒童體操俱樂部在先進國家中，已有統一制式的分齡制度，而較晚發展的大陸也明定10個分級制度與定期舉辦分級檢定與比賽。反觀國內目前屬於單打獨鬥，並沒有明確的制度可依循，此為相關單位需思考的方向，因為唯有建立良好的制度，方能讓體操運動普及化。

關鍵字

口碑宣傳 ； 參與阻礙 ； 快樂體操

並列摘要

Purpose: Under the influence of child gymnastics from western countries, the child gymnastics clubs are established largely and reach to suburban cities in Taiwan. Due to different consummation behavior and life style among cities, the club-owners need to meet the demand of consumers with their operative strategies. Methods: This study investigates the operations of child gymnastics clubs in different cities, including Taipei, Hsinchu, Tainan, and Pingtung. Accordingly, a questionnaire survey, a literature review, in-depth interviews, and the nonparticipant observation method were employed to collect and analyze data and information concerning the development of child gymnastics clubs. Results: The owners in rural cities face more operation difficulties. The parents in the metropolitan cities are able and willing to pay the tuition. The majority of the members are children aged from 3-6, followed by 6-8 and 2-3 year-old. The number is largely reduced when the members are getting older. The participation barriers are ＂conflicting schedule with other extracurricular activities＂ and ＂parents are unable to pick up the child＂. The classes are mostly divided into different levels, in general 5-6 levels, which includes floor exercise, balance beam, high bar, vault and trampoline. Only one club is capable to exercise the proficiency level tests; others held alternative activities or competition games instead of the tests. Conclusions: The children’s gymnastics clubs in different cities have similar operating strategies in Taiwan. The tuition fee is the only difference in the operant strategies among different cities. The age groups division system has already been established in developed countries. There are an official 10-grade system and grading (proficiency) tests and contests regularly organized in Mainland China; while Taiwan is still in need of clear regulations. The relevant Taiwanese authorities should take consideration of establishing a good system in order to make the gymnastics popular.

並列關鍵字

word-of-mouth marketing ； barriers of participation ； happiness gymnastics

參考文獻

鄭金昌（2007）。教學評量應用在體育教學的探討。學校體育，99，62-77。doi:10.29937/PES.200704.0008

游建華、簡龍鳳（2017）。以區位可及性觀點建立運動休閒廠商之經濟分析模型。臺灣體育學術研究，63，149-167。doi:10.6590/TJSSR.2017.12.09

劉嘉豪、張育瑞、郭勝正、劉志鈺（2012）。淺談運動健身俱樂部之發展策略。休閒保健期刊，7，179-186。doi:10.29686/LHW.201206. 0019

賴廷彰、陳素鉁（2008）。新竹市北門國小學童家長為孩子選擇課後安親才藝班消費行為之研究。教育暨外國語學報，7，19-43。doi:10.6372/JEFLL.200806.0019

李城忠、林孟潔（2005）。運動健身俱樂部個人教練之專業知能、顧客滿意度與顧客忠誠度之研究。人文暨社會科學期刊，1(2)，55-64。doi:10.7118/JHSS.200512.0055