運動「興浪潮」－運動行銷業之發展現況

全球運動休閒風潮盛行，健康意識逐漸抬頭，運動服務產業儼然已成為最具發展潛力的產業之一。自1990年始，運動行銷業由國外傳入已逾二十年，然而，至今仍未有較具共識之行業別名稱，亦無明確之定義及範疇。鑑此，本研究綜整文獻後歸納，運動行銷業之界定應包括相關之「公司名稱」及「經營項目」二項較為客觀，亦較符合文獻所指範疇。研究者透過「經濟部商業司全國商工行政服務入口網」（http://gcis.nat.gov.tw）蒐尋資料，以關鍵字查詢文獻中運動行銷相關名稱，並採用Office Excel 2007軟體進行資料排序與比對。符合本研究所稱運動行銷業者計221家，公司名稱為「整合行銷」、「運動事業」、「運動行銷」為數最多。營業項目以經營「運動表演業」、「運動比賽業」、「運動訓練業」、「競技及休閒運動場館業」為多數。此外，國內運動行銷業者近九成，公司資本額未達千萬元。期本文得以協助釐清運動行銷業之定義及範疇，並提供運動行銷業之基礎性資料，做為政府體育行政單位進行運動產業調查之用，以具實呈現運動產業之現況。

關鍵字

運動產業；運動行銷；運動行銷業；運動產業發展條例

並列摘要

Global sports and leisure wave is thriving, besides, the health consciousness is paid much attention to. Sports service industry has become one of the most promising industries. Since 1990s, sports marketing industry has been imported for more than twenty years. However, there is still no common consensus in a name of this industry and specific definition. Therefore, the study summarized literatures about the definitions of sports marketing industry, which were included ＂company name＂ and ＂operating items＂. Researcher collected data by using keywords to query related names of sports marketing from Commerce Industrial Services Portal Ministry of Economic Affairs website (http://gcis.nat.gov.tw). After that, researcher sorted and matched data from Office Excel 2007. There are 221 sports marketing industry conforming the definition of this study, and the most numerous company names are ＂Integrated Marketing Campaign＂, ＂Sports Business＂, and ＂Sports Marketing＂. Besides, the majority of the operating items are ＂Sports Performance＂, ＂Sports Racing＂, ＂Sports Training＂, and ＂Athletic and Recreational Sports Gymnasium＂. In addition, nearly 90% domestic sports marketing industry capital is less than ten millions NT dollars. Expecting that, this study clarified the definition and scope of sports marketing industry, besides, provided basic information and current situation of sports marketing industry as sports industry survey data for government administration of physical education units.