台灣運動產業運動行銷管理人才專業能力之研究

運動行銷為運動管理領域內一項重要的工作，也是一種職業出路，因此本研究希望能了解台灣運動產業內所需的運動行銷管理人才，應該具備的專業能力，而且在不同類別的運動組織中有無差別，此外，本研究也探討培育運動行銷管理人才的方式。問卷調查的題目係經由研究者請教產官學界數十位專家學者而得來，再設計成一份正式的問卷。問卷訪問的對象含蓋7種主要運動組織的運動行銷人員，計成功收回230份問卷。經統計產生20項最重要的專業能力，10項最需要的課程，以及10項最有效的教學方式。除了專業能力外，各運動組織對培育課程與方式皆有不同之看法。本研究也依據研究成果，並參考相關的文獻，分別針對業界及學界提出建議，其中包括了運動行銷管理人才的課程及教學方式的建議。

關鍵字

運動產業；運動行銷管理；專業能力

並列摘要

Sport marketing is one of the most important tasks in the field of sport management, and it is also a professional career for people to pursue. As a result, this research is designed to explore the needed professional competency of sport marketing managerial personnel in Taiwan's sport industry. Also, different perceptions, if any, regarding the professional competency among major sport organizations as well as the appropriate method of training for sport marketing people are covered in the research. The original ideas of question in the questionnaire come from dozens of practitioners, scholars, and government officials in the sport industry. Their ideas were then formulated into a forty-seven items of competency question that are one of the three parts of ”questionnaire of professional competency for the sport marketing managerial personnel in Taiwan's sport industry”. The formal questionnaire was sent to sport marketing managerial people among seven major types of sport organization, and 230 pieces were received after three weeks. Twenty most important professional competencies as well as ten most needed courses and appropriate ways to train sport marketing managerial personnel were found. Except professional competency, there were differences among sport organizations in the perceptions of training courses and methods. Suggestions such as training courses and methods were made based on the research results.