| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 104 === The market of Taiwan sport and fitness service is flourishing in recent years. The value
of sport fitness clubs output just up to seventy billions has altogether nine thousand and six hundred sport fitness clubs. In the meantime, the government found that national is eager to sport fitness service as well. The plan of “Improve national exercise environment and create Exercise Island” is pushed by Sport Administration. They expect to build thirty two public national exercise centers in the city population areas in 2015 year. Besides, private exercise clubs have sprung up opening continuously. The director of biggest chain exercise fitness club inland predicted they will expand more than 50 clubs and plan to let the stock appear in the market. However, each service regardless of sport marketing practices, provide the services, and natural resources are not the same. Therefore, how to use centre resource properly and derive innovative service mode is the issue we want to discuss. The issue passes through qualitative research with field work, expert forum and deep interview way to survey user’s venation. We found that user’s dominant demand is all the same approximately, but they all have different recessive demand. For example: office clerk’s “amusement stress free demand”, community resident’s “participate in association demand”, business client’s “team training demand”…etc. While exploring the service model different institutions in the process, we found that three types of innovative service models are "multi-complex", "Multi curriculum complex", and "professional customer base complex". In this research, expected by the end user needs of different ethnic groups, and explore how to generate the three cases institutional service model to meet user groups, and examine different types of organizations core resources, service delivery, innovative service model proposed mechanism, the current campaign fitness services contribute to and inspire future stakeholders wishing to enter the service industry of sports.
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