學校運動場館委外經營策略－－以臺北市運動場館為例

School Stadium Operate-and-Transfer Strategy-Taipei City Stadium Case Study

現今社會由於都市人口過於集中，加上國民意識的提升，在2001年實施週休二日以來，民眾從事休閒運動來促進健康生活，導致運動場館需求日益增加，因此學校運動場館之開放已成為趨勢，以有效解決政府推動的「全民運動」政策。本文採取文獻分析方法，主要目的是探討學校運動場館委外經營模式之策略，針對臺北市學校運動場館做行銷策略之規劃，分析委外經營之策略，再經由行銷情勢、機會與問題做整合性的分析，以確立行銷目標，並依據分析，以訂定運動場館行銷策略，期望能提升臺北市地區學校運動場館營運績效，並提供國內其他地區經營運動場館之參考。

Due to the urban population, the modern society is too concentrated. Since the implementation of the two-day weekend in 2001 with public awareness upgraded, people have been engaging in recreational sports to promote healthy living, resulting in an increasing demand for stadium; as a result, school stadium share has become the trend of the times. In order to effectively address the ＂National Activity＂ policy promoted by the government, this paper adopts documentary analysis method with the main purpose of exploring the school stadium strategy of outsourcing business model. Taipei School, for sports stadiums, did the planning of marketing strategies, analysis of outsourcing business strategy, and then through the marketing situation and the opportunity did the integration problem analysis to establish marketing objectives. Based on the analysis, in order to set stadium marketing strategy, Taipei district expects to enhance operating performance stadium and the rest of the country in order to provide running reference to other sports marketing program stadium.