後疫時代運動產業數位轉型探析

科技的創新及發展，提供便利的生活，線上消費、大數據、科技應用的重要性日趨上升，許多研究顯示，民眾消費行為逐漸轉往線上進行，尤其2020新冠肺炎爆發後更加速此現象。隨著消費行為的改變，公司與企業的營運模式也被迫進行轉型，數位化的趨勢使數位轉型成為必須面對的議題，本研究將對數位經濟的範疇與數位轉型的定義進行討論，並列舉其應用於各產業的先例，接著聚焦於運動產業中，針對後疫情時代運動產業數位轉型等議題加以評析並提出運動產業轉型的相關建議。經本文綜整相關文獻與評析結果顯示，運動產業的數位化轉型，需引進具備數位技術能力的人才，並培育員工相關技能，商業模式也需走向數位化，最後，則是引進新的數位科技，透過新科技的應用與數據的分析，進而提供更多元的服務，以提高組織的營運效率。

關鍵字

運動產業；數位化；數位轉型；新冠肺炎；後疫情時代

並列摘要

The innovation and evolution of technology facilitate our lifes. The importance of online shopping, big data, and the adoption of information technology (IT) increases day by day. Several studies observed that consumer behavior is shifting toward online gradually; meanwhile, the COVID-19 pandemic has accelerated such phenomenon. Regarding the behavior shift, companies and enterprises are forced to transform their operating model. The trend of digitalization has made digital transformation an inevitable issue. This study discussed the scope of the digital economy and the definition of digital transformation. We reviewed applications of IT in various industries. Among all industries, we further focused on discussing digital transformation issues of sports industries. The study discovered that IT-professional workers and skill training for employees are essential for the digital transformation of sports industries. In addition, this study suggested that the business model requires digitalization. Furthermore, this study concluded that the adoption of IT is necessary for service diversity to improve the operational efficiency of organizations by applying advanced technologies and data analysis.

並列關鍵字

sports industry ； digitalization ； digital transformation ； covid-19 ； post pandemic

國際替代計量

後疫時代運動產業數位轉型探析

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