臺灣足球運動職業化可行性評估

A Feasibility Assessment on the Professionalization of Football in Taiwan

洪慶懷(Chin-Hwai Hung) ； 程瑞福(Jui-Fu Chen)

《大專體育學刊》 23卷4期 (2021/12) Pp. 351-372

https://doi.org/10.5297/ser.202112_23(4).0002

摘要

本研究目的在對臺灣足球運動職業化進行可行性評估，主要是利用指標法及半結構式訪談法，訪談7位核心產業、支援體系及市場體系等不同領域之專家。受訪結果經分析歸納分為4大架構、11項子要素，分別是政府投入（發展計畫、法令政策、組織聯盟、場地布建）；協會運作（賽事規劃、人才培育、球隊認證）；企業參與（屬地經營、地方連結）；行銷媒體（行銷方式、傳播平臺）。本研究結論為臺灣足球運動職業化，依政府投入、協會運作、企業參與及行銷媒體等內涵評估為可行。此外本研究顯示目前臺灣足球運動處於第一階段─職業因素準備期，未來必須進行相關改善工作，逐步提升職業化進程。

關鍵字

指標法 ； 半結構式訪談 ； 核心產業 ； 支援體系 ； 市場體系

並列摘要

The purpose of this study is to conduct a feasibility assessment on the future professionalization of football in Taiwan, mainly by using an index method and semi-structured interviews. Seven experts were interviewed, from areas such as the core industry, support systems, and marketing systems. The interview results are analyzed and summarized into 4 major aspects with a total of 11 sub-elements: government input (with sub-elements including a development plan, legal policies, organization alliances, and site layout); association operation (event planning, talent cultivation, and team certification); enterprise participation (local operation and local connection); and marketing media (marketing mode and communication platform). This study concludes that the professionalization of football in Taiwan is feasible with respect to components of government input, association operation, enterprise participation, and marketing media. In addition, this study shows that football in Taiwan is in the preparation period of professional factors, which is the first phase of development. In the future, relevant works to improve the professionalization process must be gradually carried out.

並列關鍵字

index method ； semi-structured interview ； core industry ； support system ； marketing system

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