苗栗地區跆拳道館經營方式之分析

The Study of the Management Styles of Taekwondo Centers in Miaoli Area

陳明蕙(Min-Hui Chen) ； 黃永旺(Yung-Wang Huang)

《大專體育學術專刊》 98年度 (2009/05) Pp. 371-377

https://doi.org/10.6695/AUES.200905_98.0048

摘要

本研究藉由訪談方式，了解經營者基本資料並詳細探究其內在、外在環境、目標市場的選擇，並期盼透過SWOT、行銷組合等分析，提出建議，以做為跆拳道館業者經營之參考依據。結果顯示：一、從經營者人口統計變項分析中，得知經營者以男性、教學年資以10年（含）以下、具有6段段位、大學畢業、年齡41歲以上、具國家級教練資格等居多。二、SWOT分析得知優勢為有機型組織架構對顧客需求應變能力佳、劣勢為訓練場地狹小；機會為體適能規劃為升學的加分項目，發展成多元化（品勢、武藝、有氧）運動；威脅為少子化現象使投資報酬率下降。三、在市場目標之定位上以中小學學生族群及幼兒為主要市場區隔對象。四、在行銷策略方面，有四種策略：（一）產品策略，針對目標對象不同需求族群，建立產品特色應以品勢、武藝、體適能為訴求，不再是只有競技而已；（二）學費並無法在價格策略中成為市場的競爭優勢但冷門時段折扣及加長練習時間將是另一個競爭優勢。（三）通路策略，網站是最主要的通路行銷管道快速又便捷，再輔以宣傳單的發放達最佳效用。（四）促銷策略方面，需針對目標市場消費族群訂定促銷計畫，以中小學學生及幼兒可以贈送文具用品或頒發學業獎學金，吸引目光。

關鍵字

行銷4P ； 行銷組合

並列摘要

This study used interviews to realize the basic information of the managers and the management situation as well as investigate its inner and external environment and the choices of the target market. Through the analyses of SWOT and marketing components, the study provides some suggestions, which may give reference to taekwondo managers. The results of the study show: 1. Regarding to the demographic statistics, it shows that most managers of the centers are males with less than (including) 10-year teaching experience, the sixth level of taekwondo, university graduation, the age more than 41 and the qualification of the national coach. 2. From the analysis of SWOT, the advantage is that individual investment is easier to control, more efficient, and with more ability to handle changes. The disadvantage is that the centers are smaller with the basic training equipment. The opportunities are increasing PE classes and designing physical capacity to become extra grades in entering higher education to develop it become a diverse sport. The threats is that more private learning centers, talent development centers and after-school caring centers and the phenomenon of less children lower the remuneration. At the end, they change to other business or close the centers. 3. The orientation of the marketing goal in Miaoli area is students at middle schools, elementary schools and kindergartens. Even though to satisfy individuals' need can diversify the classes, the old ages of the managers limit the creativity. 4. In marketing strategy, there are four strategies. (1) Product strategy: According to the need of different learners, products should include taekwondo actions, musical art, and physical endurance, not only sport contests. (2) Tuition cannot be the advantage in the marketing competition, but discount and longer training time in unpopular periods of time will be another marketing advantage. 3. Approaching strategy: Website is the efficient and convenient way. Distributing flysheets can reach the best effectiveness. (4) Promoting strategy: Designing promotion plans satisfies the need of the customers in the targeted markets. In Miaoli area, the consumers are students at middle schools, elementary schools and kindergartens. It can use stationary and scholarship to attract them.

並列關鍵字

management style 4P ； SWOT ； marketing components