建構台灣路跑市場的多樣性：以田中馬拉松為例

路跑運動過去向來被視為小眾的休閒運動。然而，在2005到2015十年間，賽事總場次卻由42場暴增至448場。此外，2014年的研究也指出，參賽總人次幾乎達到150萬。路跑運動快速發燒並成為台灣大眾文化現象的一部份。而這波「路跑熱」所帶來的商業利益，更促發了相關產業鏈的誕生。既有的路跑研究多以「實用」的角度切入，忽略現象的成因與發展歷程。本研究則以新經濟社會學兩大學派：網絡與結構學派，以及組織與場域學派的視野切入，提出路跑風潮在台灣形成的原因、發展過程，以及當前市場如何運作。本研究依利益類型的不同，將當前的路跑市場區分為「跑團」和「運動行銷公司」，此類型行動者以「私人利益」為目標。另一種則是「以在地社群為核心的鄉鎮承辦單位」，此類型行動者以「公共利益」為目標。此外，我選擇其中最著名的「田中馬拉松」作為以「在地社群為核心的鄉鎮承辦單位」的個案進行考察。研究發現，基於追求利益類型的差異，兩種類型的行動者分別選擇了不同的市場化的道路。相較於「跑團」與「運動行銷公司」，透過商業經營的模式獲取利潤。「以在地社群為核心的鄉鎮承辦單位」則結合觀光發展協會、運動社團、社區發展協會，以及鎮公所的力量，與地方社會人際網絡緊密扣連，並重新啟動沒落農村的發展。傳統運動社會學研究大多認為市場化過程會傷害運動的本質。然而本研究則借鏡田中馬拉松的例子指出，並不是所有的市場化過程，都會造成全然的傷害。藉由利益類型的置換，以及組織動員結構的調整，市場化過程仍有為社會發展帶來正向影響的可能。

關鍵字

路跑；馬拉松；新經濟社會學；市場多樣性；觀光發展協會；跑團；運動行銷公司

並列摘要

’’Road running’’ was viewd as a select leisure activity in the past. However, in the ten years between 2005 and 2015, the amount of running events has soared from 42 to 448. Besides, the research in 2014 also pointed out that the total amount of participants had reached almost 1.5 million. “Road running” blows up so fast and becomes part of a pop culture phenomenon in Taiwan. And the commercial interests which is brought by the “road running mania” also promote the birth of related industrial chain. The existing researches of road running mostly make in the perspect of “practical” and omit the contributing factor and the developing process. Our investigation cuts to the chase through the two new economic sociology sects: “The social network and structural sect” and “the organization and field sect”, then puts forward causes、process of the “road running mania” and how the market works in the present day. According to the different type of interests, this thesis separates the market of road running into two parts. “Jogging club” and ”sports marketing corporation”, this type of actor takes “private interest” as their goal.“Organizer formed with local network of township”, this type of actor takes public interest as their goal. Besides, I choose one of the most famous evants,”Taiwan's Rice Heaven-Tianzhong Marathon”, as my case to study the “Organizer formed with local network of township”. Our investigation shows that because of the difference in interest type, the two type of actors choose different road to marketization. Compare to the “Jogging club” and ”sports marketing corporation” which gain profit through the business mode, “Organizer formed with local network of township” on the other hand combines the power of tourism development association、sports club、community development association and township office and connects tightly with the local social network and restart the development of declined township. Traditional Sociology of sport mostly assume that the process of marketization harms the innate character of sport. However, our investigation to ”Taiwan's Rice Heaven-Tianzhong Marathon” points out that not every marketization process harms. Instead, by changing the interest type and adjusting the form of inner organization, marketization may also bring positive impact to the society.

並列關鍵字

road running ； marathon ； new economic sociology ； varieties of the market ； tourism development association ； jogging club ； sports marketing corporation