- 期刊
職業運動屬地權與主場經營結合之探討
Discussion on the combination of professional sports localization and home stadium operations
摘要
「屬地經營」已成為國際職業運動球隊經營的核心策略之一，為屬地權與主場經營之結合，主要目標是建立球隊與所在地的緊密聯繫。這種策略以地方特色為基礎，將球隊融入當地社區，實現「球隊＝城市」的目標。然而，回顧臺灣職業運動史，經營管理皆只流於屬地權概念的表面，僅限於基本的「主客場賽制」，在其他屬地經營方面還有改進空間。因此需要將屬地權之概念與主場經營的管理意涵結合，以屬地經營之構面，為球隊的經營管理提供建議。近年來，臺灣職業運動已開始重視本土球迷的關係，研究也證明強化屬地經營能對於球隊認同感、屬地聯想、球迷忠誠度有著顯著影響。這篇研究綜合了過去有關屬地權、主場經營和屬地經營的相關研究，統整併界定了它們的定義和效益，並期望這項研究成為各職業運動球隊經營管理的參考，強化臺灣職業運動的屬地經營成效。
並列摘要
"Localization management" has become a core strategy in the operation of international professional sports teams, combining the concepts of localization rights and home stadium operations. The primary goal is to establish a close connection between the team and its location. This strategy is grounded in local characteristics, integrating the team into the local community to achieve the objective of "team equals city." However, reflecting on the history of professional sports in Taiwan, operational management has merely scratched the surface of the concept of localization, limited to the basic "home and away game system," with room for improvement in other aspects of localization management. Therefore, there is a need to integrate the concept of localization with the management implications of home stadium operations. Through the framework of localization management, recommendations can be provided for the operational management of teams. In recent years, professional sports in Taiwan have started to emphasize the relationship with local fans, and research has demonstrated that strengthening localization management can significantly impact team identity, localization association, and fan loyalty.This study integrates past research on localization, home stadium operations, and localization management, consolidating and defining their definitions and benefits. It is hoped that this research will serve as a reference for the operational management of professional sports teams, enhancing the effectiveness of localization management in Taiwanese professional sports.