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泰國RATCHABURI藤球俱樂部營運績效模式分析

Operation Performance Model Analysis of Ratchaburi Takraw Club

摘要


目的:近年來我國實施新南向政策使得藤球運動逐漸嶄露頭角,但是國內藤球相關研究匱乏,俱樂部營運模式仍有待探索及建構,因此研究者欲透過瞭解泰國藤球俱樂部現況及營運績效模式。方法:本研究以「平衡計分卡」為理論基礎,採用立意取樣的方式,選擇泰國具代表性之藤球俱樂部相關人員共5人進行深度訪談,比對文件等相關資料進行分析,對未來臺灣藤球運動發展及相關經營者提出建議。結果:一、顧客構面為RATCHABURI藤球俱樂部最重視的構面,其處理事件的效率、便宜的價格、熱情的態度及專業訓練課程等行動指標,都有效提升顧客滿意度。二、財務構面,專業的訓練課程並積極開發周邊商品是其實際的產能,而管控成本的部分則是特別重視球員的合約與員工的人事成本,並設置回饋基金將資源再利用。三、內部流程構面則是透過人才培育、修正服務缺失等方式來提升其品質。四、學習與成長構面,規劃優良的選訓及退撫制度,加上人性化的管理方式,優化俱樂部軟硬體設備,提供顧客及員工更優質的運動生活環境,以凝聚其對組織的認同感,方能持續成長,進而達到永續發展。結論:實務性建議未來欲經營臺灣藤球俱樂部之人士或相關單位,先瞭解國內的市場需求,提供滿足顧客之優質服務,並與企業及廠商建立良好的合作關係,俱樂部的營運才能逐漸步入正軌;未來研究建議,後續研究者參考本研究提供之架構,建構出符合臺灣之營運模式及行動指標,或不同理論角度探討藤球俱樂部相關議題,豐富藤球運動的發展。

並列摘要


Purpose: In recent years, sepak takraw has become popular in Taiwan following the Taiwanese government's implementation of the New Southbound Policy. However, few studies have been conducted on the operating models of sepak takraw clubs; therefore, the present study analyzed the status and business models of foreign sepak takraw clubs as a reference for the future development of the sport in Taiwan. Methods: On the basis of the "Balanced Scorecard," this study conducted five representative interviews with managers and players of a sepak takraw club in Thailand and analyzed the club's operation model through observation and documentary analysis. Results: (1) The customer perspective is crucial to the Ratchaburi takraw club, and its action indicators, including event efficiency, cheap prices, enthusiastic attitude, and professional training courses, effectively enhance customer satisfaction. (2) From the financial perspective, professional training courses and the active development of peripheral products are its actual production capacity. The players' contracts and personnel cost are also part of the club’s cost control policy, and the fund could be feedback to the club. (3) From the internal business process perspective, the aforementioned club enhances its quality through talent cultivation and modified services. (4) From the learning and growth perspective, excellent training plans, a recruitment system with humane management, hardware and software upgrades, an improved exercise environment for customers and employees, and a cohesive organization identity are essential to achieve sustainable development. Conclusion: In practice, the findings of this study suggest that the operators of Taiwanese takraw clubs should first determine the domestic market demand, then provide satisfactory service to customers, and finally establish positive cooperative relationships with enterprises and manufacturers so that the operation of the club can be gradually improved. According to the framework developed in this study, future researchers can construct an operating model that addresses Taiwan's circumstances and precise action indicators for sepak takraw. Future studies may also examine issues related to takraw clubs from different theoretical perspectives to enrich the development of sepak takraw.

參考文獻


劉昶佑 (2018) 。藤球俱樂部營運績效分析-以泰國RATCHABURI俱樂部為例 (未出版碩士論文) 。國立臺灣師範大學,臺北市。
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