北臺灣兒童體操俱樂部經營管理研究

Abstract

本研究目的在於從經營策略和功能管理之角度，分析臺灣北部幼兒體操俱樂部的現況與困境。透過文獻分析法、參與觀察法以及半結構式訪談法，蒐集四間俱樂部的資料，並訪談兒童體操俱樂部的經營者，探討經營管理的實務現況。研究結果發現，體操俱樂部皆為商業型之運動俱樂部，以大眾運動俱樂部為主，經營者根據其市場區域與特色，創立專業體操俱樂部、連鎖經營俱樂部、獨立經營俱樂部，發展出不同的經營模式，透過差異化策略建立不同的優勢。

This study aims to explore the condition, problems of Northern Taiwan Children Gymnastics Club, and uses the Strategic management, functional management as the framework. Researcher collected data through participant observation, semi-structured interview. The results of the study show that gymnastics clubs are all commercial sports clubs. According to t-heir market areas and characteristics, operators create large-scale gymnastics clubs, chain management clubs, and complex management gymnastics clubs, develop different business strategies and establish different advantages.