國民運動中心家庭卡行銷策略初探

Research of National Sport Venues' Operational Strategies to the Trend of Aging Population with Declining Birthrate

近年來，由於國家體育政策的推行，將於全國各都會區規劃興建國民運動中心，以利改善運動風氣及提昇運動人口。但臺灣人口結構未來將面臨高齡化與少子化的趨勢，運動中心之營運策略將勢必受改變，因此國民運動中心其經營策略勢必進行調整，以符合現代運動中心之經營發展。本研究透過資料收集、分析，整理歸納重點後，針對國民運動中心面臨高齡化與少子化趨勢之經營策略，提出營運策略建議。因此，本研究以家庭為概念，並提出以下經營策略，其分別為：一、「家庭卡」以家庭運動帳戶為概念；二、運動中心推動家庭為單位之優勢；三、家庭日搭配活動之成效；四、對運動中心之效益。家庭卡的推出，將可提昇家庭結構的價值，並透過運動來守護全家人的健康，同時，增進國民運動中心之營運發展。

In accordance with the recent promotion of sport for all policies, administrative plans to build numbers of National Sports Venues for enhancement of physical fitness and increase of the regularly exercising population. Since the development of the aging with declining birthrate of Taiwanese population, sports venues face the challenge of operation strategy. Therefore, National Sports Venues shall regulate the operation strategy to better meet the need of the public and the business development. After collecting and analyzing data and resources, this study induced and suggested ideas and strategies to respond the problem of aging with declining birthrate. The study proposed a concept of a family as a unit and derived 4 strategies. First, offer 'family card.' Second, stress that National Sports Venues have the advantage of family card. Third, hold family day as a special feature to encourage family activities. The last is to increase the regularly exercising population to make profit and provide public service. The launch of family card will enhance the value of family structure and improve family fitness. Simultaneously, it will ensure operation development of National Sport Venues.