臺灣滑水俱樂部商業模式之研究

Abstract

本研究之目的為探討臺灣滑水俱樂部商業模式，研究對象為 6 家加入中華民國滑水總會之滑水俱樂部，滑水俱樂部在臺灣屬於小眾型的專項俱樂部，因此本研究選擇較適合作為評估中小型企業或是新創公司，以Osterwalder與Pigneur (2010) 所提出商業模式作為研究理論，依據其四個核心領域中的九個構成要素分析臺灣滑水俱樂部。研究結果顯示，滑水俱樂部從傳遞價值開始，將滑水推廣至社會大眾，並藉由網路社群等行銷方式吸引有興趣的顧客，成功達成創造價值後，漸漸為俱樂部帶來收益。而此過程中則需要使用關鍵資源如人力、設備、經驗等，來確保關鍵活動滑水的進行，再與關鍵合作夥伴互相幫忙，創造雙贏的合作方式，最後從成本及收益流中檢視俱樂部的營運狀況。The purpose of this study is to investigate the business model of water skiing clubs in Taiwan. The target population of this study is the six water skiing clubs that have joined the Chinese Taipei Waterski& Wakeboard Federation (CTWWF). As water skiing clubs are minority type of specialized clubs in Taiwan, this study chose to analyze Taiwan water ski clubs based on the nine components of the four core areas of the business model proposed by Osterwalder and Pigneur (2010) as the research theory. The results of the study show that water skiing clubs begin by communicating value, promoting water skiing to the general public, and attracting interested customers through marketing methods such as online communities, and then gradually generate revenue for the clubs after successfully achieving value creation. This process requires the use of key resources such as manpower resources, equipment, and experience to ensure that the key activities of water skiing are carried out, and then helping each other with key partners to create a win-win cooperation, and finally examining the operation of the club from the cost and revenue streams.