以破壞式創新觀點探討智慧科技於運動場館之應用

隨著5G網路科技興起，加速物聯網、人工智慧等科技應用，影響觀眾娛樂偏好，促使國際體育賽事與大型運動場館面臨數位轉型之挑戰。目的：本研究旨在以破壞式創新觀點之RPV結構探討運動場館導入智慧科技現況與應用情形。方法：本研究分兩階段進行，首先以系統性文獻回顧探討智慧科技於運動場館應用之情形，並採取多重個案整體設計，以滾雪球抽樣法選取已導入智慧科技於運動場館應用之營運廠商及相關建置廠商作為研究個案，並依據研究目的及RPV結構編制訪談大綱，利用半結構式訪談法，蒐集參與規劃之相關人員親身經歷。結果：近十年智慧科技於運動場館應用之研究主題多為「辦公區及停車場」、「場地中央」、「觀眾席」。運動場館應用智慧科技之動機為程序需要之創新及新知識應用，以滿足從未消費者被忽略的需求為主，提供更便利的創新服務，具有新市場破壞式創新的潛力。以RPV結構探討運動場館應用智慧科技，投入之資源分成有形及無形，流程面為強化顧客服務雙向互動，並以提供球迷更便利的服務為組織價值。結論：運動場館應用智慧科技時，可以針對內部資源、流程、價值三個面向，擬定策略計劃，以球迷互動為主要訴求，滿足從未消費者之觀賽需求，創造有利之商業模式。

關鍵字

5G ；數位創新；商業模式；多重個案整體設計；系統性文獻回顧

並列摘要

The rise of 5G technology has accelerated the application of technologies such as the Internet of Things, big data, and artificial intelligence. This technology affects daily life, including entertainment habits regarding international sports events, forcing sports stadiums to meet challenges for digital transformation. Purpose: This study explored the application of intelligent technology in sports stadiums using an RPV structure. Methods: This study applied a systematic literature review to explore research on the application of intelligent technology in sports stadiums. This multiple case-research applied semi-structured interviews with an outline based on RPV structure to collect data from stadium staff and contractors. The participants were selected using snowball sampling. Results: Research topics related to the application of intelligent technology in sport stadium include office areas and parking lots, central venue, and standing zones. Sports stadiums apply intelligent technology according to process requirements and new knowledge to meet the needs of first-time consumers and develop disruptive innovations. Regarding internal organization dimensions, companies use resources and provide interactive customer service to create a convenient fan experience. Conclusion: Sports stadiums identify the internal resources, processes, and values that meet fans demands and apply intelligent technology to create beneficial business models.

並列關鍵字

5G ； digital innovation ； business model ； multiple case research ； systematic literature review

參考文獻

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