- 期刊
- OpenAccess
臺灣足球產業模型發展之研究－以國際足球產業模型為例
Research on the Development of Taiwan's Football Industry Model - Taking the International Football Industry Model as an Example
摘要
目的：本研究旨在透過對國際足球產業模型的運作模式分析，比較臺灣的足球產業，期能為台灣足球產業提供一個未來的可行性模型，以利我國的足球產業發展。方法：本研究之方法為透過將足球產業模型理論化，從國際之足球產業模型的角度分析其模型要素與變遷及探討獲利模式，與何種因素會影響足球產業中的穩定商業關係，並比較台灣目前的足球產業現況及優缺點，提出促進我國足球產業發展的關鍵。結論：基於臺灣足球產業的的特性，臺灣足球產業模型應採SSRN與MCMMG的混合模型，並強調治理模式與獲利模式的重要。基於此模型，球隊應從地方球迷社群開始打造以穩定收益，並採企業化經營以利投資，加強媒體行銷吸引球迷以銷售產品與獲得轉播收益。而從治理模式與獲利模式的觀點來看，政府與協會的角色十分關鍵，其能透過法律與政策建設基礎設施與培育人才以拓展基礎資源，擴大足球文化並加強國際賽事交流，並整合企業投入技術與資金到足球產業中。
並列摘要
Purpose: This research aims to analyze the operations of international football industry models and compare them with the football industry in Taiwan. The goal is to provide a feasible model for the future development of Taiwan's football industry. Method: This study involves theorizing football industry models, analyzing their elements, changes, profit models, and factors affecting stable commercial relationships in the international context. It also compares the current circumstances, strengths, and weaknesses of Taiwan's football industry to propose key strategies for its development. Conclusion: Given the unique characteristics of Taiwan's football industry, a hybrid model combining SSRN and MCMMG model should be adopted, emphasizing the importance of governance and profit models. Football teams should focus on building local fan communities to stabilize revenue, implement corporate management for investment, enhance media marketing to attract fans, sell products, and generate broadcasting income. From the governance and profit perspectives, the roles of the government and associations are crucial. They can develop infrastructures, nurture talents, expand resources, promote football culture, facilitate international exchanges, and integrate corporate technology and funding into Taiwan's football industry.