體育賽事對運動產業股價之影響

運動產業已成為目前不可小覷的趨勢，許多國外運動品牌伴隨著時代的潮流取得成功，並在產業上佔有了一席之地，而台灣目前正處於運動產業的發展期，擁有政府法規的幫助與社會風氣的盛行，希望能夠分析台灣運動風潮並隨趨勢成長，根據文獻中發現運動產業會受到全球化、代言人以及民眾風氣的影響，且在目前的運動賽事中羽球及網球的獲獎數較其他運動高，因此本研究針對戴資穎選手、謝淑薇選手、詹詠然選手等三位近年來在國際積分賽事有出色表現的台灣羽球與網球運動員，手動整理其在國際重大積分賽事中的獲獎表現，並探討這些賽事發生前後是否能對對於整個運動相關產業的績效造成異常報酬。研究結果顯示：雖然在研究中三位運動員在整體或是單獨而言都對運動產業帶來正向的影響，且對運動娛樂與器材產業的正向影響非常明顯，可以在運動賽事舉辦期間推銷自我品牌，但是仍須注意運動員的負面新聞所帶來的影響，可能會對運動產業帶來不小的衝擊。

關鍵字

運動產業；體育賽事；公司績效；事件研究法

並列摘要

The sports industry has become a trend that cannot be underestimated. Many foreign sports brands have succeeded along with the trend of the times and have a place in the industry. Taiwan is currently in the development stage of the sports industry, with the help of government regulations and society. Hoping to analyze the trend of Taiwan's movement and growth, according to the literature, the sports industry will be affected by globalization, spokespersons and public mood, and in the current sports events, badminton and tennis award–winning volume is higher than other sports. Therefore, researched of Taiwan’s badminton and tennis players whom have performed well in international points events in recent years, such as Dai Ziying, Xie Shuwei and Zhan Yuran, manually organize their award-winning performances in international major points events and explore, whether these events can cause abnormal returns to the performance of the entire sports-related industry. The results of the research show that although the three athletes have a positive impact on the sports industry as a whole or separately, then the positive impact on the s ports, entertainment and equipment industry is very obvious, and also can promote the self-branding during the sports event, but still need to pay attention to the impact of the negative news of athletes, may bring a small impact on the sports industry.