少子化現象下學校運動場館之行銷策略

Marketing Strategy for School Gymnasiums under the Sub-replacement Fertility Phenomenon

吳雅琦(Ya-Chi Wu)；黃瓊恩(Chiung-En Huang)

少子化 ； 學校運動場館 ； 行銷策略 ； sub-replacement fertility ； school gymnasium ； marketing strategy

運動健康休閒學報

6期（2015 / 04 / 01）

164 - 171

繁體中文

現今臺灣面臨少子化的危機，各級學校也明顯感受到少子化所帶來的影響，如何針對減班學校經營策略下，有效發揮教育效能，發展特色，創新的經營策略，已成為學校經營的重要任務。相較於其他機構，運動場館是學校特有的設施，如何有效經營管理，對學校的發展將有很大的助益。本研究欲探討學校面對少子化的影響下，運動場館經營所面臨的困境和因應策略，以提供教育相關單位規劃因應之道。本研究以文獻分析法歸納出校務經營的變革方案，著力於發展特色課程，展現與眾不同的辦學策略，並與社區結合，藉著社區做為宣傳的媒介，行銷學校；透過4P行銷策略，針對產品、價格、通路與配銷、促銷，提出運動場館行銷策略。建議在硬體方面先完善為標準的運動場館，再運用有效的行銷策略，並提升經營管理與服務品質，才能使學校運動場館發揮最大的效益。

Taiwan is currently facing the crisis of sub-replacement fertility; schools at all levels are evidently experiencing the effect of sub-replacement fertility. Aiming on the business strategy of schools reducing classes, how to effectively implement educational performance, developing special features and innovating operation strategies had become vital tasks to school operations. Comparing to other organizations, gymnasiums are unique facilities that specifically belonged to schools; they would provide immense benefits to school development if managed effectively. This research wishes to explore the difficulties and responsive strategies facing gymnasium management under the influence of sub-replacement fertility, providing concerned educational departments with adapted response. This research first uses documentary analysis to sum up the proposal of change in school operations, focusing on developing featured programs, demonstrating unique schooling strategies, then combines with the community, relying on communities as the media of propaganda, marketing the school; through 4P marketing strategy, focus on product, pricing, access and distribution, promotion, to come up with marketing strategies for gymnasiums. The suggestion is completing the hardware to a standardized gymnasium, then implementing effective marketing strategy and promoting management and service qualities, in order for the school gymnasium to reach its maximum benefit.