臺灣運動休閒產業發展策略之研究

The Developmental Strategy of the Taiwan Sport and Recreation Industry

王慶堂(Ching-Tang Wang)

《管理實務與理論研究》 2卷1期 (2008/03) Pp. 131-150

https://doi.org/10.29916/JMPP.200803.0009

摘要

運動休閒產業是20世紀經濟發展中重要的新興產業之一，並成爲21世紀之明星產業，除經濟因素外，其影響力更擴及社會、文化、教育、政治等各層面，充分顯示出其新世紀產業之地位。目的：探討臺灣運動休閒產業之現況，並依據現況與國內外之產業環境進行分析，據以提出臺灣運動休閒產業未來發展策略。方法：以文件分析法與次級資料統計分析進行研究，並以內外部環境因素分析法(SWOT)爲工具。結果：由運動休閒之商品服務(product service)、市場與行(market and marketing)、價值創造(inno-value)、生活(life)、就業(employment)等五個向度(SMILE)，進行臺灣運動休閒產業之現況探討、內外在環境因素分析，並發展出15項運動產業－發展之策略。結論：建構出「運動休閒產業價值的創造與提升」、「運動休閒產業之國內環境」、「運動休閒產業之國際出路」、「自有品牌的建立」、「人力開發與運用」、「異業結合與策略聯盟」等六項結論，再配合國家整體政策與產業發展需求，提出「立足大中華經濟圈之關鍵地位，確保臺灣產業命脈」、「勇敢西進，接受金磚國度的挑戰」、「國際化是唯一的出路」等三項建議。

關鍵字

運動休閒產業 ； 策略

並列摘要

Sport and recreation is a booming and new economic industry in 20th century. The growth of the industry is so phenomenal that not only it has become the star industry in new millennium, but also it has a great influence over our society, culture, education, and politics. The purpose of this study was to examine the current sport and recreation industry and analyze the internal and external environment. The results of the study will benefit the future developmental strategy of sport and recreation industry in Taiwan.
Document analysis and SWOT analysis were utilized to investigate the data. The data was analyzed by the SMILE model (product service, market and marketing, inno-value, life, and employment) which was proposed by the Council for Economic Planning and Development. After the data analysis, 15 developmental strategies were identified. The first six strategies were innovating and increasing the value of the sport and recreation industry, the internal environment of sport and recreation industry, the external environment of sport and recreation industry, the development of self-branding, the development of human resources, and strategic alliance. Based on the overall national strategy and the need of industry, the researcher suggested another 3 strategies, which were stabilizing the key role in Greater China and substantiating the life blood of Taiwan's industry, daring to go further west to challenge BRICs (Brazil, Russia, India, and China) economies, and being internationalized.

並列關鍵字

Sport and recreation industry ； strategy

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王慶堂、陳靜宜(2007)。我國運動休閒製造業產值及發展趨勢之研究。運動休閒餐旅研究。2(3)，177-192。

王慶堂、陳靜宜(2007)。我國運動休閒製造業產值及發展趨勢之研究。運動休閒餐旅研究。2(3)，177-192。