企業識別系統概念與學校運動代表隊應用之探討

The Use of CIS system on School's Sports Team

劉孟竹(Meng-Chu Liu)

《屏東科大體育學刊》 8期 (2018/03) Pp. 11-18

摘要

時代的轉變，許多企業開始著手進行所謂的企業識別建造，將一個特殊的圖案或是標記賦予一個企業的精神與理念的注入。企業識別的概念在我國的導入與應用已有半個世紀以上的歷史，如今早已成為各行各業必備的經營利器。此項概念的運用多是屬於商業性質上的應用，透過此想概念的發展，強化出企業本身所擁有的價值，國內外的許多研究指出，企業識別系統對職業球隊認同感有顯著的正向影響，反觀學校端的使用，如果能夠利用行銷方式，將學校形象、學校文化、特色、辦學績效等透過大眾傳播媒體等工具讓大眾知道，以便獲得大眾的瞭解、認同、支持。因此如何將企業中企業識別與經營的理念匯入運動團隊之中，使其團隊可以更有效的運作以及增加對學校品牌與形象應有正面的意義，以增加外部及內部資源的注挹，提升組織內外部人員對運動代表隊的支持度與忠誠度，而許多學校建立CIS的第一步就是透過校徽的使用，作為開端，將校徽的設計納入學校的傳統價值文化與發展目標，而在運動代表隊的使用中，也可以將校徽的內在價值與代表隊本身的價值進行連結，並且設計出不同的識別體系，如同NCAA般的發展出自有品牌，讓學校的價值透過運動代表隊的CIS傳達到社會大眾中。本文在經過文獻統整後，提出學校在使用CIS企業識別系統的過程中，應該可以採取：先建立起學校運動代表隊的專屬CIS靜態體系，強化理念的滲透，並且透過球員的行為提升形象，輔以辦理動態的CIS體系，一靜一動中相輔相成，並且逐步的將CIS識別系統納入到學校、代表隊、球員生活中的每個角落當中，形成一種價值文化，如此一來，學校運動代表隊在從事許多公共關係活動、社區公益活動，乃至於比賽的參與，將會快速的累積支持者，提升學校形象外，也增加資源的挹注。

關鍵字

企業識別系統 ； 運動代表隊 ； 品牌形象

並列摘要

The times change, many companies began to carry out the so-called enterprise identification construction, will be a special pattern or mark to give the spirit of a business and the idea of injection. The concept of enterprise identification in China's import and application has been more than half a century of history, and now has become a must for all walks of life business weapon. The use of this concept is mostly in the commercial nature of the application, through the development of this concept, to strengthen the value of the enterprise itself, many studies at home and abroad that the enterprise identification system for professional team identity is significant To the impact of the school side of the use, if you can use marketing methods, the school image, school culture, characteristics, school performance through mass media and other tools to let the public know, in order to obtain public understanding, recognition and support. So how to enterprise identification and management of the concept into the sports team, so that the team can be more effective operation and increase the school brand and image should have a positive significance to increase the external and internal resources, The first step in the establishment of CIS by many schools is to use the school badge as the beginning, the design of the school badge into the school's traditional values of cultural and development goals, and in the movement of the sports team's support and loyalty, The use of the team can also be the intrinsic value of the school badge and the value of the team itself to link, and design a different identification system, as NCAA-like development from the brand, so that the value of the school through the movement team CIS To the community. After the literature is integrated, the paper puts forward that the school should adopt the exclusive CIS static system of the school sports team, strengthen the infiltration of the concept, and enhance the image through the behavior of the players in the process of using the CIS enterprise identification system. Supplemented by a dynamic CIS system, a static and dynamic complement each other, and gradually the CIS identification system into the school, the team, the players in every corner of life, the formation of a value culture, this way, the school sports team In the many public relations activities, community public welfare activities, and even the participation of the game, will quickly accumulate supporters, enhance the image of the school, but also increase the investment of resources.

並列關鍵字

CIS System ； Sports Team ； Brand Image