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A Study of Market Structure, Conduct and Performance of Sports Center in Taipei's Districts
This study based on the industry economics theory and designed to explore the market structure, conduct and performance of sports center in Taipei’s 12 districts. According to the data collected from the secondary data, documentary analysis and field research were applied to analyze the data during 2003-2013. The results were derived as the follows: 1.Sports Center in Taipei’s 12 districts was categorized as the loose oligopoly industries, with the diversity of products, and the entry barriers was high. 2.Sports Center in Taipei’s 12 districts has high product variety. It adopted various ways in price strategy, but in place and promotion strategy perform lower than other related products. 3.The best average Profit Ratio is Wenshan Sports Center. The best average Return on Total Assets Ratio is Shihlin Sports Center. Sports Center in Taipei’s 12 districts belongs to capital intensive industry. 4.Operate Transfer model demonstrates positive effects on performance improvement. The greatest advantage of Sports Center is operated by an experienced team, with convenient transportation and conjunction with the resources in the metropolitan area. Results of the study indicate that Taipei city government and assigned operation teams should deploy specific strategy after fully understand the market structure of sports centers. Also through the performance evaluation index is used for evaluating the performance of sports centers. There are several suggestions for future study as follows: Research subjects may extend to different groups in research range. For the firm conduct, the models of 4P analysis or other strategies may be applied for future study.
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