台灣職業籃球聯盟視覺形象創作

A Creation on the Visual Image of Taiwan Basketball League

邱皓康(HAO-KANG CHIU)

指導教授 ： 朱嘉樺

中原大學/設計學院/商業設計學系/碩士(2007年)

https://doi.org/10.6840/CYCU.2007.00646

摘要

籃球一直是國內的主流運動之一，在台灣更是擁有最多的運動人口的體育項目。隨著經濟發展及籃球運動的普及，台灣各大小室內外球場設備也隨之興建。只要有一顆籃球，即可使多人獲得精力發洩，達到健身目的，經濟效益高且參與便利，也可從參與過程中藉由彼此互動，達到人際關係的聯繫。
近年來，運動行銷市場帶來無限商機。傳播資訊技術的進步，讓多樣國內外的大小職業運動賽事不斷以有、無線電視台、網路等路徑呈現在國人眼前，逐漸提升了台灣人的體育視野。NBA（National Basketball Association ）美國職業籃球聯盟在有計畫的包裝行銷下風靡全球。在基於對籃球的喜好以及受到最高等級的籃球競演刺激下的台灣，於1994年我國成立了第一次的職業籃球聯盟CBA（Chinese Basketball Alliance）中華職籃。然而，由於欠缺職業運動經驗加上人事利益與諸多因素影響，中華職籃不幸在2000年宣告結束。但台灣球迷對籃球賽事的熱情仍然沒有衰退，HBL（Highschool Basketball League）甲級高中籃球聯賽、UBA（University Basketball Association）甲級大專籃球聯賽等業餘賽事依然維繫著球迷的心。而近三年來SBL（Super basketball league）超級籃球聯賽雖歸類為業餘賽事，但以職籃方式運作、行銷已大有斬獲，後勢看漲。由此可知，籃球在國人心中的重要性厚實，而台灣職業籃球的重生是可預期的。
本創作研究是以「聯盟」的姿態與觀點進行創作，先對國內籃球運動進行資料收集與分析後，再針對NBA美國職籃、CBA（China Basketball Association）中國職籃以及其他相關領域之聯盟形象案例進行比較分析，進而創新設計出新的台灣職業籃球聯盟視覺形象，並發展出一系列平面應用系統。本創作希望表現出屬於台灣籃球本色的視覺印象，能給予台灣職業運動在形象建立上一些滋助。

關鍵字

台灣 ； 職業運動 ； 籃球 ； 聯盟 ； 視覺形象

並列摘要

Basketball, one of the mainstream sports in Taiwan, draws more participants from the population than any other sports. As the economy prospers and basketball becomes a public sport, multitudes of in-door facilities and out-door courts have been built throughout Taiwan. Being a very convenient and economical sport, basketball only requires minimal equipment, a ball and a hoop. Playing basketball is a great body workout for all the players involved. It is also an opportunity for the people involved to interact with one another and better their interpersonal skills.
In recent years, sports-marketing has created abundant business opportunities. With the advancement of technology in mass media, many domestic as well as international sporting events are brought to the eyes of the general public through private/public cable network and the internet. This in turn, broadens our people’s views and awareness in sports. The NBA, National Basketball Association in the U.S., has gained its world-renowned reputation through profound marketing strategies. Having witnessed the highest level of skills from the NBA, and a passion in basketball, the Chinese Basketball Alliance, also known as the CBA, was found in 1994. Unfortunately, the lack of experience in running professional sports along with problematic management relations and other factors finally contributed to the closure of the CBA in 2000. Passion towards basketball, however, has certainly not faded in Taiwan, as amateur groups such as the HBL, Highschool Basketball League, and the UBA, University Basketball Association, continue to attract hearts of the fans with their competitive games. The SBL, Super Basketball League, is categorized as an amateur league; however, it has been managed and operated in the same manner as a professional basketball league in the past three years. SBL has performed well and a potential market boom is anticipated forthcoming. The success of amateur basketball leagues is indicative that basketball still has an important role in the hearts of our people, and we may even expect the return of professional basketball to Taiwan in the near future.
This creative study focuses on the league’s operative bases and analyzes various basketball associations or leagues marketing strategies. The visual images of National Basketball Association of Unite States (NBA), China Basketball Association (CBA) and amateur basketball leagues in Taiwan are collected and organized for further comparative analysis and the results are the bases for innovating new visual image for professional basketball of Taiwan. Furthermore, a series of advertising and graphic designs will be systematically applied in use. This study emphasizes on the visual image for Taiwan’s basketball leagues, and contributes to the establishment of the visual images for professional basketball leagues in Taiwan.

並列關鍵字

Taiwan ； league ； Basketball ； visual images ； professional sports

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