我國運動行銷公司發展現況之研究

A Study of the Current Development Status of Company of Sport Marketing in Taiwan

韓依瑾(I-Chin Han) ； 施瑩悌(Ying-Ti Shih)

《大專體育學術專刊》 97年度 (2008/05) Pp. 291-296

https://doi.org/10.6695/AUES.200805_97.0040

摘要

本研究目的為對我國運動行銷公司發展現況，有進一步了解與認識，透過文獻分析及立意取樣之三間運動行銷公司經營概況加以探討。本研究結果如下：一、國內運動行銷公司發展源於1991年，由外商分公司於我國設立開始；二、目前經營可分為三種型態：綜合型、專項型及跨領域型；三、約從2001年開始，國內的運動行銷公司逐漸崛起；四、其設立地點大多於北部地區；五、市場擴展除國內市場外，也積極朝向國際化發展；六、組織規模雖呈現出不同型態專業分工，仍皆能滿足各種不同市場區隔及對象之需求；七、提供之服務除賽會經營外，仍有其他多樣化的選擇，如：運動會、員工日、家庭日及特別節日活動等；八、本研究提出運動行銷公司目前經營的優、劣勢以及未來經營發展的可能機會與威脅。

關鍵字

運動休閒服務業 ； 運動休閒管理顧問 ； 運動賽會

並列摘要

The purpose of this study was to realize the current development status of company of sport marketing in Taiwan. This study was through the analysis of documents and purposive sampling the current operation status of three companies. The results of this study were in the following: 1. The domestic companies of sport marketing had originated from the foreign business company that set up the branch company in 1991. 2. The operation status of companies has three types at present-comprehensive, special and across field. 3. The native companies of sport marketing have emerging gradually from 2001. 4. The company mostly located northern territory. 5. In addition to found the home market, they also threw themselves into developing the overseas market. 6. Although their organization scale appears different types, they can still satisfy different market segmentations and the needs of target. 7. They provide the services that include event managing, games, staff days, family days and special festival activity, etc. 8. Advance the strength and weakness of operation at present, and the opportunity and threaten of operation in the future.

並列關鍵字

sports leisure service industry ； management consultant for sports and leisure ； Sport events