中華民國國民運動中心家外廣告價值 - 以救國團營運之臺北市國民運動中心為例

Abstract

Civil sports centers are an indicator of an advanced country. The popularization of civil sports centers is not only a reflection of a country’s economy and culture but also the infrastructure of the sports industry. In 2000, the Mayor of Taipei, Ma Ying-jeou began a Taipei City Civil Sports Center plan in all 12 districts of Taipei. These 12 civil sports centers are the earliest; this achievement successfully influenced the policy and became the foundation of the civil sports centers of the R.O.C. As of November 29th, 2021, there were 51 civil sports centers in the R.O.C., and China Youth Corps (CYC) currently operates 16 of them. The total attendances of the CYC’s six Taipei City Civil Sports Centers from 2016 to 2019 demonstrates an increase of citizens’ exercise behavior and the growth of population levels of sports participation. Attendance is the critical factor of the civil sports centers’ operation since it directly affects the finances. However, besides the direct income for civil sports centers which includes the entry fees, fitness classes, and rental of facilities, there is another approach to increase the income that only requires minimal effort which is called out-of-home (OOH) advertising rental to create passive income.