| Summary: | 碩士 === 國立臺中教育大學 === 體育學系碩士班 === 104 === This study was to explore the current condition, interactive situation, and the marketing management of the public-private partnership for swimming pool administration of the two national universities by the methods of document analysis and in-depth interview. This study had found that:1.Current Operation:(1) A swimming pool of national university should choose different outsourcing model according to its own condition, not limited to the model of public OT;(2) New or improved facilities can help the promotion; (3) The National University school’s swimming pool has a huge consumer population, so its market condition is better than the swimming pools in common schools below high school level; (4) The contract content needs enough incentives to attract bidders; (5) The administrative coordination is related to the interaction with the firms; (6) The attention and policy promotions of the Government can help to improve the swimming pools’ business atmosphere. 2.Public-private Partnership Interactive Situation: (1) In the dimension of hierarchy, the interaction between the national universities and firms mostly appeared the models of Horizontal Complement and Horizontal Integration, but the charging method was involved with the original rights and interests of the school’s teachers and students, the school would more strongly adopt the interactive mode of Vertical Separation; (2) In the dimension of dominance degree of policy, according to different matters, it appeared public-private partnership, incentive induction, statutory regulation, and laissez faire. 3.Marketing Management: in the SWOT analysis, the subjects could learn the advantages and disadvantages of their own conditions, plan for their applicable way of doing business, and really understand the properties and features of the customers in the region to grasp the target market. Finally, through the ways of "4P" in marketing including product, price, place, and promotion, the subjects could develop marketing strategies and keep monitoring and improvement.
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