The purpose of this study was to using the attitude of Blog to exploring the marketing strategy and market segmentation of sports theme restaurants in city of Taipei. The method was to use content-analysis method and use the analyzer-triangulation of the qualitative research to find the credibility as classifying. The results were to find the marketing strategy to separate two parts, including the restaurant climate of enjoyment orientation and the restaurant climate of experience sharing; and to find the market segmentation to separate two parts, including the customer of like perking up ambiance and the customer of really like the sports industry. The conclusion was the sports theme restaurant should emphasize the character and importance, and the customer still focus on the industry and price to the reason of continued expenditure.