台灣海峽兩岸運動休閒服務業發展初探－台灣觀點

2003年全球運動產業產值約4, 500億美元，佔世界貿易總額2.5%，每年正以6%至10%速度快速成長。大陸身為「金磚四國之一」和「北京奧運」顯示經濟潛力深厚；而台灣因國民所得提高、休閒時間增加、健康促進觀念興起與全民運動的提倡等背景下，使得兩岸運動產業的經濟發展前景可期，而其中第三級運動休閒服務業，為帶動整體運動產業發展關鍵核心。本研究透過文獻資料分析法，旨在針對兩岸運動休閒服務業產業發展歷程和現況進行初探，進而從異同比較中提出台灣運動休閒服務業發展重要課題。兩岸因政治因素，在長期競足下，形成既競爭又合作的局面，故研究結果除可知己知彼外，可作為兩岸運動產業發展的綜觀考量、提供台灣運動休閒專業人力在學習大陸經驗或在兩岸發展專才時之酌參。重要研究結果包括1)台灣運動休閒服務業發展略早於大陸，目前皆邁入快速成長期；2)全民運動、活絡運動產業和申辦國際大型賽會為兩岸重大體育政策，但台灣無體育基金制；3)大陸設有職業運動項目多且政府干涉也多，而台灣職棒運動擺脫簽賭低潮已漸入軌道；4)兩岸健身俱樂部正快速增長，大陸城鄉差距頗大，而台灣發展多元且已進軍大陸；5)大陸有運動經紀證照及培訓制度，台灣皆無且僅處於草創期；6)兩岸運動用品銷售業發展歷史較長且產值高，但須朝建立品牌與行銷方向發展；7)兩岸運動觀光現頗為流行且資源多，大陸內容多元而台灣較配合賽會與節慶；8)運動彩券為大陸運動產業及體育基金的支柱，台灣則明年6月才發行。整體而言，台灣宜從政策面設置體育基金制度、全力申辦2011年世大運、積極擴展參與性運動服務業並進軍大陸市場、發展專業平面媒體、開發運動觀光內容、建立運動經紀制度、建立國內運動用品品牌、健全職棒體制等方向擴大運動休閒服務業的價值。

關鍵字

運動產業；運動休閒服務業；運動賽會；運動觀光

並列摘要

The global output value of sport industry (SI) approximately went to 450 billions USD in 2003, accounted for 2.5% total amount of world trade, and raised up rapidly with 6% to 10%. SI, in Mainland China and Taiwan (MC&T), both had optimistic prospects, because of the economic potentials as one of BRICs and Beijing Olympic Games in China, as well as the increases of the national income and leisure time and the promotion of health and sport-for-all in Taiwan. The tertiary recreational sport service industry (RSSI) was the core to drive the SI development. By literature review, the purpose of this study was to preliminarily probe RSSI development process in MC&T, compare the individual RSSI industries, and expand the strategies in Taiwan RSSI. For long-term political development, the overall situation was not only competitive but also cooperative between MC&T. In addition to 'correctly estimating your own strength as well as your opponent's strength', the research could be applied in whole considerations of SI development in MC&T, and also be regarded some China RSSI individual industry as the learning subjects or another possible markets for rapid growing RSSI majors in Taiwan. The important results included: (1) The RSSI development in Taiwan was a little earlier than China, and both had stepped into rapid growing period. (2) For great benefits, health promotion, activating SI, and bidding sport events were the important sport policies in MC&T; however, there was no government sport fund in Taiwan. (3) The events of professional sports in China were more than those of in Taiwan, but government interference in China was comparatively more; CPBL inTaiwan had got rid of gambling and was growing steadily. (4) Sport clubs in MC&T were increasing fast; nevertheless, the gap between urban and rural areas was huge in China; in Taiwan, sport clubs developed diversely and some sport clubs even advanced China markets. (5) There were certificate and training systems of sports agents in China; there was no relevant system in Taiwan and just staying in the innovation period. (6) Sport good sales in MC&T had longer development history and good output values, but should develop in brand-setting and marketing directions. (7) The sport tourism was popular in MC&T; the events were diverse in China; in Taiwan, sport events and festivals often collocated with sports tourism. (8) Sport lottery, in Taiwan issued in June, 2007, was the support of SI and public sport funds in China. Totally speaking, the expanded strategies would enlarge Taiwan RSSI values, including setting up public sport fund system, bidding 2011 Universiade with all strengths, enriching participating sports actively and advance China markets, re-investing in sport newspapers, expanding sport tourism serving events, setting up sport agent system, establishing domestic brands of sport products, and making CPBL sound.