服務創新歷程—銀髮健身俱樂部經營模式設計之研究

Abstract

本研究旨在探討衛生福利部「銀髮健身俱樂部」政策之意，借鏡世界各國運動俱樂部經營之政策作法以及管理架構，同時參考國內運動中心以及相關運動團體的營運經驗，為社區銀髮健身俱樂部的經營管理提出建議。研究方法採用質性個案研究法，訪談全台13處銀髮健身俱樂部據點，包含單位領導人、承辦人、運動教練等共20人，探討俱樂部在領導治理、組織結構、人力資源、活動規劃、運動設施管理以及財務和績效管理等面向的管理措施，最後則以服務設計理論的應用，協助管理單位從顧客角度來思考該如何優化其服務流程的設計，並以經營模式觀點將其營運要素融入到服務流程中的各項活動裡，提供俱樂部在管理作業上尋得有效的策略措施和方針，從而實現銀髮健身俱樂部經營模式的創新表現。所得結論與建議事項如下：一、社區運動俱樂部和銀髮健康促進領域等兩大議題，接下來將會是全民運動推廣的重要發展方向，而本研究所彙整之全面性經營架構得以提供相關單位參考借鏡，以及後續相關研究實證和實務實踐。二、從學理面向的探討，本研究發現服務設計是基於顧客需求調整活動，而組織的經營模式則是以順應顧客及願景來調配資源流動，兩者相互循環、互補，且能夠為組織提供新的管理思維，也有助於推動創新途徑與具體管理措施的發展。三、針對銀髮健身俱樂部計畫建議，宜採取公私部門協力的運作模式，邀請當地社區共同投入社區的發展。並留意相關資源挹注的運用彈性，使該計畫的執行更具效率。四、對個案經營管理方面，建議在推展公務計畫時宜將各方利害關係人視為合作夥伴，發展共同治理模式。並對其環境特性、周邊資源以及人力系統的建置預先充分準備。This research aimed to explore the policy implications of the Ministry of Health and Welfare for Seniors Fitness Club and provide some suggestions for the management of Seniors Fitness Club in the community by drawing on the policies, practices, and management structures of sports clubs around the world, and referring to the operational experience of domestic sports centers and related sports groups. A qualitative case study method was used to interview 13 Seniors Fitness Clubs across Taiwan, including 20 leaders, organizers, sports coaches, etc., to explore the management measures of clubs in leadership governance, organizational structure, human resource management, event marketing planning, sports facility management, and financial asset and performance management. Finally, the service design theory was applied to help the management organization to think about and optimize the design of their service processes from the perspective of customers; an operational framework diagram was drawn for the clubs from a business model perspective, its operational elements were integrated into various activities in the service process, and effective strategic measures and guidelines were provided for management operations, thus achieving innovative performance of the business model of Seniors Fitness Clubs. The conclusions and suggestions were as follows:1. Community sports clubs and senior health promotion would be important development directions for promoting national sports in the future. The comprehensive business structure summarized by this research institute could provide reference for relevant organizations, and for subsequent empirical research and practical practice.2. Through the exploration from a theoretical perspective, it was found that service design was to adjust activities based on client needs, while an organization's business model allocated resource flow in line with clients and their visions, both of which circulated and complemented each other, providing new management thinking for the organization and promoting the development of innovative approaches and specific management measures. 3. In response to the plan of the Seniors Fitness Clubs, it was advisable to adopt a collaborative operation model between the public and private sectors, inviting local communities to jointly invest in the development of the communities, and pay attention to the flexibility of the use of relevant resources to make the implementation of the plan more efficient.4. In terms of case operation and management, it was suggested to consider all stakeholders as partners when promoting official business plans, develop a joint governance model, and make sufficient preparations in advance for the establishment of their environmental characteristics, surrounding resources, and human resources system.