台灣運動服務業之剖析與回顧

隨著台灣體育、經濟發展，以及社會大果對休閒參與的態度趨向積極，台灣運動服務業也隨之發展。依照價值活動，運動服務業可以分類為：運動用品批發零售、資訊與傳播、運動場館設施營運、運動技能指導、運動賽會籌辦、運動賽會行銷、運動觀光旅遊等。本文依照主要價值活動、供給者、產業關聯、策略群組，以及運動服務業和社會大眾、運動員，以及從業人員四者之間有密切的互動關係等觀點，對台灣運動服務業進行剖析。之後，對台灣各類型運動服務業的發啟年代進行回顧，而目前正形成的幾項事件或計畫，例如台灣加入WTO，政府計劃在全國設置自行車專用道，中小學校積極推動終生運動計畫，政府組織再造，計劃成立文化體育觀光部，政府推動運動人口倍增以及國際旅客倍增計劃，以及2008年奧運會將在北京舉行等，對於台灣運動服務業未來發展的影響也做了討論。藉由本文的剖析、回顧與討論，期望能夠對運動服務業有整體的了解，並且對於目前及後續發展所需要經營管理的重點有所助益。例如：運動服務業公共政策與規範的建立；提升運動參與人口的策略選擇；運動服務業對社會衝擊的評估與控制；專業人力資源的培養與檢定；運動參與者健康與成長的促進；運動休閒諮商教育；與觀光旅遊地區發展整合；以及運動服務業者之間的合作。

關鍵字

運動服務；產業；管理；休閒；觀光

並列摘要

Sport service industry in Taiwan has been developing along with economic growth and social value toward leisure and sport. Sport service industry could be classified by various ways, such as sport product, sport promotion, sport performance, and facility, et al. According to primary value activity, sport service industry is classified into several segments such as sport goods retailing, sport information and media, sport facility, sport skills instruction, sport events organization, sport events promotion and sport tourism. In order to get managerial insights, sport service industry in Taiwan is profiled by primary value activities, providers, chronicle development, and strategic position in this paper. Referring to the profiles, there are close interactions among sport service industry and the public, human resources, and athletes. To maintain sustainable development of sport service, some important issues were discussed from managerial perspectives. With these review, some efforts should be made as following. They are public policy and regulations should be established, alternative promotion strategies could be adopted, impact assessment and control should be conducted, human resource should be qualified, personal health and growth should be connected with sport service, leisure and sport education should be implemented, sport service could be integrated with tourist destination area development, and cooperation should be emphasized among sport service providers. With this study, a holistic profile could be attained and some important managerial means are proposed to help sport service industry development.