全國性單項運動協會之營運模式：以中華民國田徑協會為例

The Business Model of National Single Sport Association: Chinese Taipei Track & Filed Association as an Example

廖聰傑(Tsung-Chieh Liao) ； 吳政崎(Cheng-Chyi Wu) ； 牟鍾福(Chung-Fu Mou)

《大專體育學術專刊》 98年度 (2009/05) Pp. 355-363

https://doi.org/10.6695/AUES.200905_98.0046

摘要

各單項運動協會在現代社會中扮演著重要的角色，它具有改變社會大眾運動觀念與行為的功能，也是政府推動體育政策的重要夥伴。運動組織要在日益競爭的環境中，擁有優勢地位，需一組能創造服務價值的行動與策略，亦即需一組有效的營運模式。本研究以中華民國田徑協會為例，經由文獻探討來瞭解田徑協會的發展與現況、並探討策略管理與營運模式的意涵及相關理論。經針對研究個案的重要成員，實施半結構式深度訪談，並以Hamel創新的營運架構為基礎，藉瞭解中華民國田徑協會的營運現象，來建構全國性單項運動協會創新的營運模式。研究結果期能作為各單項運動協會營運之參考。

關鍵字

策略管理 ； 基礎資源觀點

並列摘要

Single sport association plays an important role in the modern society. It can not only change the public’s perspectives and behaviors, but also be the essential partner for the government to enforce the sports policy. In an increasingly competitive environment, organizations need a set of action and stragety that can create valuable service to keep the superior position. In other words, organizations need a set of effective business model. The research took Chinese Taipei Track & Filed Association as an example. Through literature review, we can understand more about the development and present situation of the association, the meanings of the strategic management, business model, and some relative theories. By semi-structured in-depth interviewing of the staffs in Chinese Taipei Track & Filed Association, we tried to analyze current operating characteristic and build innovative business model of National single sport Associations organization based on Hamel's new business perspective. Furthermore, we actually hope the research will be the reference for the management of Single sport Association in the future.

並列關鍵字

strategic management ； resource-based view