學校運動代表隊品牌形象發展歷程之研究-以98學年度高中甲級籃球聯賽為例

The development process of a brand image in school varsity:example for the HBL in the first semester of 2009 academic year

謝旻凱(Ming Kai Hsieh)

指導教授 ： 蕭嘉惠

國立臺灣師範大學/運動與休閒學院/體育學系/碩士(2011年)

摘要

傳統學校體育中，除體育教學之外，還包含了籌組社團及各單項運動代表隊，以代表學校開啟對外之技術交流與競賽的橋樑，久而久之，學校所籌組成的運動代表隊，在透過各種競賽與他校進行技術交流的同時，也經由不同競賽的平臺中提升了學校知名度，學校與運動代表隊本身也逐漸產生品牌性聯結。而在講求事事效率與管理的時代，教育經營多元化、市場化的潮流儼然已經成形，學校體育及運動團隊亦應瞭解並學習品牌發展及經營之策略，以使學校發展更具特色，吸引優秀學生就讀，提升教師對學校之認同感，並對運動代表隊之招生產生正向影響。因此，本研究的主要目的在瞭解98學年度高中甲級籃球聯賽前三名之學校運動代表隊品牌發展之歷程，並藉由文獻探討、文件分析、以及深度訪談等方式，探討其品牌形象發展之現況與歷程及阻礙與助益因素，並提出建議供對未來學校運動代表隊欲發展品牌形象時之參考。
研究結果發現，學校運動代表隊品牌形象發展現況有：（一）個性商品通路匱乏；（二）個性商品淪為贈品；（三）無法創造隊伍形象風格；（四）人員品牌知覺依學校性質差異而有所不同。品牌形象發展歷程，主要的影響因素為：（一）學校校風與歷史背景；（二）隊伍領導者的想法；（三）軟硬體設施的充足與否。品牌形象發展助益，將以上諸點統整後如以下所示：（一）運動行銷公司的規劃；（二）民意代表的資源；（三）學校內部的支持度；（四）家長會及後援會的資源注挹。
學校運動代表隊的品牌形象發展阻礙，將以上諸點統整後如以下所示：（一）缺乏專責人員及經費；（二）學校性質的差異；（三）學校內部的支持度與否；（四）家長會的態度。學校運動代表隊的品牌形象發展未來規劃可著重在以下諸點：（一）配合運動行銷公司的規劃；（二）搭配民意代表的資源；（三）學校內部的支持度與忠誠度提升；（四）強化家長會及後援會的資源注挹；（五）加強選手的日常生活管理；（六）球隊戰績的提升；（七）積極的運動技術訓練及延長選手運動生命；（八）校內專業組織或人員、經費規劃。

關鍵字

品牌 ； 品牌發展歷程 ； 品牌形象 ； 學校運動代表隊 ； 高中甲級籃球聯賽

並列摘要

In traditional physical education, in addition to physical education classes, schools also establish sports related associations and various school representative teams to exchange sports skills and competitions with other schools. The school representative teams can gain reputation of schools by competing all kinds of sports with different school; moreover, schools and representative teams connect with brands gradually. Since this is the high efficiency and administration generation, the trend of conducting diversification and marketization seems to be the major method in education. The physical education in schools and sports teams should also learn to develop brands and operated strategies to enhance the development of school features. This will attract more elite student to choose studying in the school and enhance teachers' identification toward schools; furthermore, it is have positive effect of recruiting students on school representative teams. Therefore, the main purpose of this research was to understood the development history of the first place to the third place in the HBL in the first semester of 2009 academic year .Through literature review, reference analysis, and interviews, this paper was focus on the development of current and history brands image, it also studies the pros and cons of brand image and provides suggestions about the development of school representative teams in the future.
The result of the research found that the current development of the brand image of school representative team can be concluded as following. 1. The approaches to sell unique merchandizes are insufficient. 2. Unique merchandizes become complimentary. 3. The brands are unable to build the image of the teams. 4.the social resource. The major influences of the development of brand image are 1. different school spirits and history. 2. team leaders' opinions. 3. Equipments. The benefits of the development of brand image can be summed up by the points, which were mentioned above. 1. The scheme of sports marketing companies. 2. Get resources from politician 3. The support from schools. 4. The help of parents association and fan clubs.
It can be concluded that the obstacle of development of brand image of school representative teams are 1. the short of funding and select staffs. 2. the characteristics of schools are diverse. 3 .the support of schools. 4. the attitude of parents associations. The future scheme of development of brand image of school representative teams can be focused on 1.accompanying with the plan of sport marketing companies.2. arranging the resource from representatives 3.promoting support and loyalty of schools 4.getting more resource from parents associations and fan clubs. 5. enhancing the management of players daily life. 6. trying to win more competitions 7. being active to train the skills of players and prolong players career life. 8. organizing professional staffs and funding in schools.

並列關鍵字

brand ； The development process of a brand ； school varsity ； HBL

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