我國職棒球團企業經營困境因素與解決策略之研究

A Study of Difficult Management Factors of Professional Baseball Club Enterprise and Solution Strategies in Taiwan

高興桂(Hsing-kuei Kao)

指導教授 ： 鄭志富博士

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2000年)

摘要

摘要
本研究之主要目的在於瞭解我國職棒球團企業之經營困境因素，並進一步探討經營困境之解決策略，本研究採用訪談法進行資料蒐集，研究過程分為兩個階段。第一階段：訪談我國經營職棒球團企業之高階經理人，以「我國職棒球團企業經營困境因素訪談問卷」為研究工具，瞭解我國職棒球團企業之經營困境因素。第二階段：根據第一階段所獲得之經營困境因素，訪談國內職棒專家、學者，資深媒體球評，以獲得解決我國職棒球團企業經營困境之有效策略，經過資料分析與討論，獲得主要結論如下：
一、我國職棒球團企業之經營困境因素有：
（一）職棒賭博使職棒清新的形象受到傷害。
（二）職棒球員來源缺乏。
（三）比賽場地設施不佳。
（四）職棒經營的組織架構未建立。
（五）政府與業者對職業運動整體規劃之落差。
二、解決職棒球團企業經營困境之有效策略
（一）職棒形象傷害的解決策略：職棒賭博案儘速處理、球團加強對球
員法治教育的宣導、球團重塑職棒新形象。
（二）球員的培訓辦法：推展學校三級棒球、訂定獎勵辦法，鼓勵企業
贊助球隊或比賽、充實大專球隊數量，發展大專棒球、落實全國
棒協與各地方棒委會之間的聯繫、訂定獎勵辦法，鼓勵企業贊助
球隊或比賽及國民體育法的具體實施。
（三）場地設施的解決策略：興建巨蛋及球團認養球場。
（四）職棒經營組織架構的解決策略：方案一：由市場機制調節。
方案二：兩聯盟打總冠軍戰，產生互動。
方案三：兩聯盟之上成立一最高統籌機構。
方案四：打散現有聯盟，重新籌組一新聯盟。
（五）政府單位的因應：政府應重視體育的發展、訂定職業運動的管理
辦法、公權力介入調解及訂定獎勵民間投資體育活動的辦法。

關鍵字

職棒球團企業 ； 職棒

並列摘要

Abstract
The purposes of this study were to understand difficult management factors of professional baseball club enterprise in Taiwan, and analyze solution strategies for the management difficulties. This study used questionnaire for data gathering. There were two steps in this study process. In the first phase, high-level managers in professional baseball club enterprises were interviewed using “professional baseball club enterprise management difficulty questionnaire” as the survey tools. In the second phase, using difficult management factors found from the first phase to interview professional baseball experts, scholars, and senior media baseball critics, to find out effective strategies on how to solve professional baseball club enterprise management difficulties. After detailed data analysis and discussions, the following were the major conclusions:
1.Difficult management factors in professional baseball club enterprise:
（1）Good reputation of professional baseball was damaged by
gambling.
（2）Human resource in professional baseball players is lacking.
（3）Inferior competition stadium.
（4）Management structures have not established completely in
professional baseball.
（5）Professional baseball development of policies by
government were gap with professional baseball club
enterprises.
2.Effective Strategies in solving Professional Baseball Club Enterprise Management Difficulties:
（1）Solution strategies for repairing professional baseball
image: Resolve professional baseball gambling lawsuits
immediately、Strengthen education of players in
professional baseball club、Strengthen promotion of
professional baseball and rebuild image.
（2）Players development and training methods: Promote baseball
in elementary, junior and high schools、Create award to
encourage enterprise sponsor baseball team or competition、
Develop college baseball teams, build up number of college
baseball teams、Establish better coordination between
National Baseball Association and local baseball
associations, fully develop and promote amateur baseball、
Create award to promote enterprise to sponsor baseball
team or baseball game、Citizen sport law realistic
enforcement
（3）Solution strategies for baseball field: Build new dome、
Promote government control private enterprise managed
professional baseball field.
（4）Professional baseball management structure solution
strategies: Using market economy for automatic adjustment、
Two baseball leagues compete for championship game to
produce more interaction、Create a higher authority
organization on top of the two baseball leagues、Break up
current baseball leagues and create one new league.
（5）Government strategies: Government should emphasize the
development of sports、To draw up regulations of
professional sport management 、Use government power in
arbitration、Create award to promote enterprise investment
in sport activities.

並列關鍵字

professional baseball club enterprise ； professional baseball

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