臺灣棒球運動經紀商業模式之研究

棒球為臺灣最受歡迎的運動之一，中華職棒大聯盟也是臺灣帶領其他運動項目的火車頭。隨著運動員薪資收入提升，球員如果沒有完善的職涯規劃，往往會造成球員自身的危機，運動經紀人能幫助運動員處理場外事務，使其能把心力放在競技場上，但隨著運動員需求增加，運動經紀的議題越來越被重視。基於此，本研究透過文件分析彙整運動經紀人及商業模式之文獻，並運用商業模式理論中的九大要素：價值主張、目標客群、通路、顧客關係、關鍵資源、關鍵活動、關鍵合作夥伴、成本結構、收益流來建構訪談大綱，並訪談六位研究對象，此研究對象為旗下有棒球員經紀約之臺灣運動經紀人，且有實體簽約之合約，最後透過兩位運動經紀業相關人士，來進行三角檢核，驗證運動經紀人的說法，增加信實度。將訪談資料重複閱讀跟分析，本研究結果發現，臺灣棒球運動經紀人價值主張最重要的部分為生涯規劃與扮演溝通橋樑，並透過通路中的教練、學校、球團人員和旗下經紀選手去接觸目標客群中的棒球運動員，與選手之間維持朋友關係或是家人關係；具備的關鍵資源為人脈和知識，關鍵活動為關心選手和洽談合約；擁有的關鍵合作夥伴則非常多元，運動經紀人能居中協調各關鍵夥伴為一個團隊，共同協助選手；收益流則包含簽約金、薪水、廣告、球員商品販售和活動出席，並從中賺取不同範圍的佣金抽成支撐公司的營運。

關鍵字

營運模式；價值主張；顧客關係；關鍵合作夥伴；收益流

並列摘要

Baseball is the most popular sport in Taiwan. The Chinese Professional Baseball League also leads other Taiwan sports. With the increasing salary income, if players do not have a complete career planning, they will cause crises to themselves. Sports agents can help athletes handle routine matters and enable them to focus on the battlefield. Because the issue of sports agents is getting more and more attention, this study use Documentary Research to review the literature of sports agents and business model, and use Business Model Theory’s nine components concluding value proposition、channel、customer segment、customer relationship、key resource、key activity、key partner、cost and revenue to build the interview outline. This study conducts semi-structured in-depth interview on 6 sports agents who qualify this study’s requirement. The results suggest that the most important part in value proposition is career planning and acting as a bridge, and reaches the customer segment by coaches、schools、teams and players which belong to sports agents. The relationship between players and sports agents are very close like friend and family. Sports agents have knowledge about sport and social network to be their key resource, and they have many key partners to help players. Sports agents often care about their players and help them negotiate the contracts. At last, sport agents can earn commission from signing bonus、salary、product and attending fee in different range and revenue can support the company.