運動行銷市場五力模型分析之探討

運動行銷已經成為一種商業策略的應用，在未來不論是在大型運動賽事的舉辦，或者是行銷產業的商業行為策略規劃，將會變得更加普及也變得更加具有開發價值。但是，關於運動行銷產業環境與運動行銷外包觀念的研究缺乏，然而這些資訊卻是規劃與執行運動行銷策略能成功與否的關鍵要素。因此，本文利用國內外文獻探討以及相關產業環境資料分析方式，採取Porter之五力靜態產業環境競爭分析方式為研究方法，企圖建立一個運動行銷產業環境五力分析結構圖。在此研究基礎下，依據論述結果對運動行銷產業提出以下競爭策略的發展方向：一、發展具有高附加價值的運動行銷國際化策略。二、開發技術性導向的運動行銷資訊系統。三、建立運動行銷商品、周邊設備與國際賽事行銷活動之全球化品牌。四、建立核心能力，提供創新服務發掘潛在顧客群，並且積極拓展國際市場。

關鍵字

運動產業；五力模型；運動管理；行銷策略

並列摘要

The trend of commercialization has become more important and prevalent in sport marketing. In near future, with the occurrence of mega sport event, it is expected that sport marketing functions will play critical role in the today's business decision process. By reviewing literature there is a lack of research about sport industry environment and outsourcing in sport marketing. Nonetheless, these two factors significantly impact the results of sport marketing strategy. Thus, the purpose of this paper was to examine sport marketing decision-making strategies and industry environment by factors using a Michael Porter of five forces model. Based on the study, the strategies to promote the competitiveness of Taiwan sport marketing industry were proposed as follows: 1. To develop high value-added and international sport marketing strategies; 2. To increase the capability of developing high technique information systems; 3. To set up the brand of sport marketing in terms of commodities and sport events; 4. To enhance the core competencies to discovery potential local and overseas customers.