因應國人對於運動健身需求及運動健身市場同業競爭，運動健身俱樂部必須思考透過內部行銷作為，以提升服務品質、顧客滿意度以利與同業區隔。運動健身俱樂部是人力需求密集的產業，由於員工在服務傳遞過程肩負重要角色，內部行銷是一個組織文化變革機制，透過內部行銷的實施，以滿足內部顧客及外部顧客的需求。本文主要目的在探討內部行銷對於運動健身俱樂部員工態度與行為的影響，以及透過內部行銷導入，是否可提升員工服務導向、幸褔與快樂，並進一步促進工作滿意的策略進行討論。本文首先藉由文獻探討方式討論運動健身俱樂部服務的特性、內部行銷在運動健身俱樂部的應用，此外也針內部行銷提升員工服務導向、主觀幸福感及工作滿意具體可行的實務策略進行分析。運動健身俱樂部實施內部行銷的實務策略包含「塑造服務導向組織文化」、「人力資源制度及管理制度面的支持」、「營造正向工作氣候與氛圍」、「建立有效的雙向溝通組織環境」及「滿足員工不同層次的需求」、「增加員工組織認同」、「重視員工內部與外部工作滿意」等。本文建議運動健身俱樂部經營者應更有效推動內部行銷的實施，激勵員工達成組織目標，提升員工服務導向、工作滿意及幸福感。

To address the increasing demand of physical fitness and the competition of fitness industry in Taiwan, there is a need for many fitness clubs to implement internal marketing practices to increase good service quality and customer satisfaction for differentiating themselves from others. As fitness clubs are labor intensive industry and employees play a crucial role in service delivery processes, internal marketing functions as a culture change mechanism that aims to satisfy the needs of both internal and external customers. The aim of this paper is to understand how internal marketing practices influence fitness club employees’ attitudes and behaviors, and provide strategies for promoting employees’ service orientation, subjective well-being of individual employees and job satisfaction. We start by reviewing the characteristics of the services offered by fitness club, the application of internal marketing in fitness clubs, and various perspectives regarding how to promote employees’ service orientation, subjective well-being and job satisfaction. The strategies include building service-oriented organizational culture, HR practices and management initiative supports, creating a work climate that motivates staffs and performance, effective internal communication, satisfying the hierarchy of needs for employees, increasing organizational identification, enhancing employees’ internal and external job satisfaction. Fitness clubs need to conduct internal marketing practices effectively to help motivate employees to meet goals, gain their service orientation, subjective well-being and job satisfaction.