Research on Data-Driven Marketing in Civil Sport Centers: A Service-Dominant Logic Perspective

數據導向之國民運動中心行銷策略研究－服務主導邏輯觀點

10.6214/JSRM.202406_21(1).0002

Chia-Jung Chang(張家榮)；Yu-Hui Chou(周宇輝)；Mei-Yen Chen(陳美燕)

sport facility management ； customer satisfaction analysis ； consumer behavior ； secondary data analysis ； value co-creation ； 運動場館經營管理 ； 顧客滿意度分析 ； 消費者行為 ； 次級資料分析 ； 價值共創

運動休閒管理學報

21卷1期（2024 / 06 / 01）

11 - 33

英文;繁體中文

In recent years, the population of civil sport centers has grown rapidly. The proven public-private partnership mode and developing marketing strategies based on customer's need were the critical success factors. This study used Service-Dominant Logic (SDL) to analyze customers' exercise habits and consumer behavior trends, and proposed feasible value co-creation marketing strategies for civil sport centers. First, we conducted secondary data analysis to analyze a customer behavior and satisfaction survey administered by New Taipei City government from 2015 to 2019 using Microsoft Power Bi and Excel. Second, experts from industry, government, and academia were invited to take part in focus group interviews, and explored marketing insights based on SDL. The proportion of the female and older adult populations in sport centers has increased significantly, the working population is a potential group worth developing, and overall satisfaction has increased every year. From the perspective of SDL, three major directions of marketing strategies were proposed for sport centers include "market positioning," "exercise promotion for older adults, the working population, and females," and "technology in fitness venues." With the policy support, sport participation and regular exercise population has shown steady growth. In addition, making good use of a customer exercise behavior database and creating interactive sports services can improve customers' satisfaction. Developing customized services for each group to expand the market and integrating sport technology resources to achieve value co-creation in sport industry were recommended. Theoretical and practical implications for future direction from the research findings are discussed.

近年國民運動中心使用人口穩定成長，成熟的公辦民營營運模式以及發展滿足顧客需求之行銷策略於其中扮演關鍵的角色。本研究以服務主導邏輯取徑，分析運動中心顧客族群分佈、運動消費型態變化趨勢，並提出國民動中心未來具體可行之價值共創行銷策略。本研究採用次級資料分析，包含以2015年至2019年體育署國民運動現況調查、新北市國民運動中心顧客行為、滿意度調查，透過Microsoft Power Bi及Excel等工具進行數據深化分析，並邀請運動中心領域產、官、學界專家進行焦點團體座談，以服務主導邏輯觀點提出具題行銷策略。研究結果顯示運動中心客源女性、高齡運動人口顯著比例上升，職工族群亦為重點發展客群，整體滿意度逐年上升。以服務主導邏輯觀點出發，結果彙整為「市場定位行銷策略」、「高齡、職工及女性之運動推廣」，與「科技體適能之導入場館」等三大面向提出相關建議。此研究結果建議政策支持有助於市民運動參與以及規律運動人口穩定成長，運動中心可以透過善用顧客運動行為資料庫，創造互動式的運動服務，持續提升既有顧客之滿意度。開發適合各個族群的特色服務以擴大市場，並結合運動科技資源達成價值共創之目的等相關作法，提供政府及營運廠商作為參考。