2009高雄世界運動會營運策略管理分析

2009高雄世界運動會是台灣60年來第1次盛大舉辦之國際大型綜合性運動賽會，世界運動總會主席朗弗契於閉幕典禮稱許高雄世運為「史上最成功的世運會」，因此了解2009世運會賽會營運策略的發展有極為重要的意義。本研究目的係從「Aaker策略管理模式」之外在分析（包含環境分析、顧客分析、競爭者分析及產業分析等4面向）與內在分析（包含經營績效分析、策略檢討分析、策略困擾分析及內部組織分析等4面向），探討2009高雄世界運動會之營運狀況與營運分析模式。研究結果發現良好的計畫及管制是賽會成功的保證，高雄世運組織委員會(Kaohsiung organizing committee, KOC)透過有效的營運策略執行和及時的追蹤管制，使得世運會得以井然有序的進行，且獲得國際的一致好評，不過KOC與其它組織之間的溝通技巧與人力資源管理策略仍待加強。

關鍵字

2009高雄世界運動會； Aaker策略管理模式；個案研究

並列摘要

The 2009 World Games was the first major sports event hosted by Taiwan and in the words of the president of the International World Games Association (IWGA), Ron Froehlich indicated that ”It was the most successful World Games ever.” This study was based on the perspective of ”Aaker's strategic market management”, which included external analysis (environmental analysis, customer analysis, competitor analysis and industry analysis) and internal analysis (performance analysis, strategic problems, strategic constraints and organizational capabilities analysis), to understand the operation and operation analyses model of the World Games 2009. The results revealed that meticulous strategies and controls conducted the success of sports events. The KOC executed effective operation strategies and timely followed controls, and ran a well regulated 2009 World Games. The 2009 World Games also received good comments from the international community. However, the KOC could have performed better when communication with other organizations, meanwhile KOC also lost a high number of human resources.