我國高中籃球聯賽發展之研究

The Research on the Development of High School Basketball League In Taiwan

莊俊喬(Chun-Chiau Chuang)

指導教授 ： 石明宗

國立臺灣師範大學/運動與休閒學院/體育學系/碩士(2007年)

摘要

籃球運動自1891年發展至今，已有一百多年的歷史，由於它是空間與地面雙線抗爭性的活動，不僅富有對抗性、拼鬥性、集體性的團體活動，而且更具有健身性、娛樂性、趣味性及觀賞性之個人活動，具有雙重性質，現已成為世界最風行的運動項目之ㄧ。

綜觀國內學校籃運發展現況，高中體總在經費縮減情況下，舉辦的高中籃球聯賽HBL目前仍是一支獨秀，而且贊助比賽的廠商更多，經營出來的新球星也一批批成長。從這方面來看，臺灣的運動市場確實存在開發的潛力，關鍵就在經營者如何將比賽辦得更用心，吸引贊助廠商進駐，球迷自然會回籠。因此，本文將從高中籃球聯賽之起源與沿革、高中籃球聯賽之競賽原則與目標、高中籃球聯賽之成功行銷策略、高中籃球聯賽與贊助廠商合作關係、高中籃球聯賽之歷屆成績統計分析等方面，探討與分析高中籃球聯賽經營成功之因素。最終整合現今國內籃球運動的發展及籃球產業所存在的問題，以及大環境的變動，歸結未來發展方向，希望針對籃球運動的發展，得以提供一些實用的建議與參考。

關鍵字

高中籃球聯賽 ； 運動贊助

並列摘要

Basketball exercise has been developed for more than one hundred years since 1891. It is a competition activity between the air and the ground. It is a group activity with the nature of competition and group-gathering. Also, it is an individual activity for health, viewing and entertainment. With the above mentioned two natures, it has become one of the most popular activities in the world.

Focus on the phenomonen of basketball tournament in the school of Taiwan, in spite of its budget cut, Chinese Taipei School Sport Federation (CTSSF) still performs well in conducting High School Basketball League tournament, with an increasing sponsorship from enterprises or business entities. From this aspect, there is more potenality of Taiwan’s basketball industry. The key point is how to manage the competitions well and in turn attract more viewers and sponsorship. Therefore, with an outlook on the origin and evolution of HBL as well as the relations between HBL and HBL sponsors, the article will discuss and analyze the factors which made HBL successful. The key point is how to manage the competitions well and in turn attract more viewers and sponsorship. In this paper I will analyze the current domestic basketball development and issues, and then present some suggestions for its future development.

並列關鍵字

High School Basketball League ； Sport Sponsorship

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