國內運動部落格之探討

邁入Web 2.0的時代，傳統網站單向的訊息傳遞，已不再符合閱聽人的需求，取而代之的則是強調雙向溝通的網路平台，而部落格正是Web 2.0的典型產物，部落格強調分享、互動的特性，滿足了人們心中的需求。近年來，全球掀起一股部落格熱潮，部落格由一開始的個人心情日誌，轉變為擁有各類主題的頻道，而以運動為主題的部落格，亦在這股部落格熱潮中成長茁壯，成為一股不可忽視的網路力量。有鑑於此，本文透過部落格相關文獻的收集，針對運動部落格的特性、分類、國內發展現況做一介紹，期望提供國內運動行銷人員做為有價值的參考。

關鍵字

部落格；運動部落格；運動行銷

並列摘要

To enter the age of Web 2.0, traditional website's one-way message communication was no longer satisfy audience, and two-way communicate internet platform would replace. Blog is the typical product of Web 2.0, it's characteristics like share and interaction, was satisfy with audience's demand. Recently, blog is very popular in the world, at the beginning, blog was a personal daily record, and now blog transited to channels that have various subjects. Sport blog also growing up in this 'blog trend', and became internet power that we should not be ignore. For this reason, this study collected the reference of blog, to introduce the sports blog's characteristics, classification, and domestic development. I expect to provide information for sports marketing staff in Taiwan.