| Summary: | 碩士 === 國立臺灣師範大學 === 運動休閒與管理研究所 === 91 === Analyze on the Operation Model of Public Relations of the Sport And Health
Club ─ A Case Study of Youth-camp Health Club
Master Thesis, 2003 Lee, Hui-Chen Advisor: Cheng, Chih-fu. Ed. D
Abstract
The subjects of this research were the operation model of public relations of Youth-
camp Health Club. Through in-depth interviews and breakdown of related data, to
confer actual operations for Youth-camp Health Club PR :
1. The develop process and current situation of Youth-camp Health Club. Youth-camp Health Club was established in 1997, now have twenty-four chain stores. The Youth-Camp Health Club has a Marketing Education Center, which includes
divisions of Integrated Marketing , sales and finance. The structure of the Integrated Marketing division covers public relations, activity, production and planning.
2.The functions of PR department have communication, issue-management, media
relations, community relations, crisis management and the upgrade of image.
3. The operation model of public relations of Youth-camp Health Club were：
(1)Tools for PR have press conferences, presentations, sponsor parties, public
performances, participation in community activities, inviting celebrities for product endorsement, publications, media special report, speeches and internet websites.
(2)PR operations have press conferences, public performance for government agencies or political parties, publishing periodicals, sponsoring sporting events. Internal target groups are fellow employees from various departments, sales
department, client members. External target groups include media, general public, government agencies, political parties, sponsors and social elite. PR with important political parties and agencies is conducted by managerial levels.
(3)External propaganda falls in one-way public information model. The founding of Youth-camp Health Club and corporate re-structure in the wake of labor confrontations all follow public information model. Internal communication tends to be two-way symmetric model. Communication with third-party
corporations tends to be two-way asymmetrical model.
(4)Media propaganda strategy is determined by issue-setting, endorsers, campaign
activities, and media relations. Types of media include print, electronic and internet. Youth-camp Health Club is frequently invited to campaign parties as politicians make up a significant percentage of its endorsers.
(5)Effects of propaganda strategies and issue-setting are assessed by the quality and
quantity of media exposure, number and frequency of telephone inquiries, as well as actual product purchase.
Key words: public relations, public relations operating model, sport ＆health club.
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