臺灣發展職業籃球之利多與利空

Bullish or Bearish? The Strategic Analysis for the Development of the Professional Basketball League in Taiwan

許軒瑜(Hsuan-Yu Hsu) ； 鄧碧珍(Pi-Cheng Teng)

《東海體育學報》 4期 (2020/12) Pp. 26-37

https://doi.org/10.29418/TJPER.202012_(4).0003

摘要

中華職籃大聯盟原規劃於2019年11月啟動，但因運動產業條例獎勵政策未及落實，半數球團仍屬觀望、暫不參與狀態，所以決定延期。因此，當臺灣職業籃球聯盟的構想被提出時，也有媒體將臺灣職業籃球比喻為「白象效應」。本研究的目的希望透過內外部環境分析來探討臺灣發展職業籃球運動之困境，與正向影響（利多）及負向影響（利空）。以political、economic、social、technological（PEST）分析法進行外部環境分析，以strength、weakness、opportunity、threat（SWOT）進行內部環境分析，並透過搜集相關文件、紀錄、研究，整理歸納出臺灣籃球目前的現況與發展困境。本研究認為，缺乏有效率的聯盟、經營模式及資源分配不均是臺灣籃球目前的困境及未來必須解決的課題。因此推動臺灣職業籃球運動，應成立一個聯盟作為最高管理單位，各球團與聯盟間需達成共識，將權力授予聯盟，並透過屬地權的經營模式及適當分配各項收入，使得球團能夠在聯盟的規範下進一步經營自身球隊，聯盟與球團達成互利共生的關係，才能使臺灣職業籃球長遠發展，永續經營。

關鍵字

白象效應 ； PEST分析 ； SWOT分析 ； 策略管理

並列摘要

Originally, Chinese Basketball League would have been launched in November 2019; nonetheless, half of the basketball organizations refused to participate due to the immaturity of the Sports Industry Development Regulation. Therefore, some media described Taiwan professional basketball as ＂white elephant effect＂ when the idea of establishing professional basketball league in Taiwan was proposed. The purpose of this study is to present the external and internal environment in order to understand the advantages, disadvantages, as well as the dilemma of developing profession al basketball in Taiwan. This study utilizes political, economic, social, and technological (PEST) analysis to explore the external environment, strength, weakness, opportunity, and threat (SWOT) analysis to explore the internal environment, and collects other documents so as to understand the current situation of Taiwan basketball environment. The result reveals that deficient federation, business model, and uneven distribution of revenue are the current dilemma faced by Taiwan basketball environment and the issues that should be addressed in the future. To promote professional basketball in Taiwan, an alliance should be established as an independent and prime management unit. Each team should reach a consensus with the alliance and the alliance's interests should be the primary consideration. The franchise business model and appropriate distribution of revenue allow each team to further manage and develop its own team under the unified rules of the league. While the league and each team form a mutually beneficial symbiotic relationship, it will enable Taiwan professional basketball to develop and continue to operate in the long term.

並列關鍵字

white elephant status ； PEST analysis ； SWOT analysis ； strategy management