目的:建立A公司運動品牌經營策略,以達到穩健經營,長久發展,並為其他運動商品企業經營品牌之參考。方法:以文獻分析法、半結構式訪談及模糊德爾菲專家問卷,針對6位專家學者進行調查。結果:運動品牌經營策略共計4大構面(dimensions),18項準則(criteria)。4個構面分別為:A.產品行銷策略。B.品牌形象定位。C.產品功能性。D.品牌專業度。結論:運動用品新品牌可以增加在社群媒體曝光率,利用社群的力量,達到快速建立品牌知名度與宣傳,該品牌形象更是需要可以傳遞出高品質的感受,且與眾不同具有獨特性,可藉由贊助運動賽事,強化品牌形象與拉近消費者的市場。A公司需改善之處,即為強化良好品質保固,相較其他競爭對手,應針對品質保固提出具體合理之規範,以補足經營現況之不足。
Purpose: To develop the strategy for stabling and everlasting the management of local sports brands in Taiwan. Method: To investigate through Literature Analysis and Semi-Structured Interviews, applying the Fuzzy Delphi Method to consult six experts. Results: Composed of 18 criteria, Four dimensions in the strategy for management of sports brands are: (A) strategy of product marketing, (B) positioning of brand image (C) functionality of products, and (D) professionality of brand. Conclusions: It is possible for new sports brands to increase their exposure on social media. With power of social media, sports brands can be promoted and popularized. Furthermore, the brand image must be able to demonstrate its high quality and uniqueness, as well as intensify the brand image and immerse itself in the consumer market by sponsoring sports competitions. Future works are to intensify quality warranty. Compared to competitors, particular and rational guidelines with respect to quality warranty must be drew up to improve the current situation.