臺灣運動經紀人才專業能力指標建構之研究

林巧怡

指導教授 ： 施致平

國立臺灣師範大學/運動與休閒學院/體育學系/碩士(2010年)

摘要

本研究以臺灣運動經紀人才為研究範圍，旨在探討其所需專業能力指標，透過文獻分析，以明瞭目前臺灣運動經紀相關發展現況與運動經紀人所應具備之專業能力內涵，進而建構臺灣運動經紀人才專業能力指標，並以分析層級程序法，分析各層級之權重表現，研究結果發現如下：
一、國內運動經紀活動日趨多元與專業化，綜整目前運動經紀服務之類型，主要可分為(1)外商運動行銷(經紀)公司；(2)隸屬於擁有球團的企業；(3)非專業運動經紀人的信賴對象；(4)非合法的球探或少數個體運動經紀人；(5)國內運動行銷公司設立運動經紀相關部門以及(6)其他跨運動界的整合性行銷公司。
二、因應優秀運動員與旅外球員日增，未來臺灣運動經紀人才之服務需求與潛在發展空間大，應積極落實運動經紀專業人才階段性培訓模式與專業授證法制化之雙軌並行，以提升專業素養與形象認同。
三、本研究所建構之臺灣運動經紀人才專業能力指標，共分23項能力指標，其中權重排序前五名專業能力分別為具備基本職業道德與承諾、能出自個人的關心、具有從事運動經紀的實務應用相關認知、具備良好的心理素質及具備行銷與銷售能力。
基於上述研究結果，政府相關單位可參考納入國家體育政策之規劃，建立法制化的運動經紀環境，落實專業證照審查制度，成立運動經紀專業人才管理協會；鼓勵大專校院體育運動相關系所參與運動經紀人才培養之種子培訓學校，校系間建立跨校教學資源網絡，主動爭取與運動行銷相關公司或企業實習之機會；建議民間運動行銷相關公司參與大專校院之產學合作機制；本研究所建構能力指標可作為國內運動經紀人才專業能力養成之規劃依據及課程開設的優先順序考量。

關鍵字

運動經紀人 ； 專業能力指標 ； 指標建構 ； 分析層級程序法

並列摘要

The study targeted at Taiwanese sports agents and aimed to investigate professional competency indicators for Taiwanese sports agents in order to establish Taiwanese corresponding professional competency indicators for sports agents. Through the Analytic Hierarchy Process (AHP) to analyze the priorities of all the items, the results were as follows:

1. The contemporary Taiwanese sport marketing industry became more professional and developed in many aspects. It could be categorized as (1) the foreign-owned sport marketing (agency) enterprises, (2) the enterprises which belongs to the owners of baseball-organizations, (3) the unprofessional sport agents who are relied upon, (4) the illegal scouts or a few nonaffiliated self-employed sport agents, (5) the related departments in the local sport marketing enterprises, (6) other integrated marketing enterprises which are cross-boarder investigators.

2. With the increasing number of domestic and expatriated elite athletes, the demand for sports agents could be expected to consistently grow in the future. There is an urgent need for the implementation of laws of sports agent and certification for enhancing professionalism and professional images of sport agents.

3. The study aimed at establishing professional competency indicators for Taiwan’s sports agents and summed up 23 items. The top five priorities were (1) the capacities of basic professional ethics and promises, (2) heartfelt concern about athletes, (3) cognition of practical application and related skills, (4) positive psychological traits, and (5) acquisition of marketing and sales ability.

Based on the results, firstly, government can take following suggestions as reference to plan the policy on sports and legalize a professional system of sports agents, enforce certification system and establish sports agents associations. Secondly, the government should encourage the related departments of universities to participate in training schools of sports agents, to establish a network of inter-university resources, and to cooperate with sports marketing companies and related enterprises for providing students with internship opportunities. Thirdly, the study also suggests that the private sports marketing companies should be incorporated into the mechanism of industry and university collaboration. Above all, this study and its offering Professional Competency Indicators can be a foundation for the local training course of sports agents industry.

並列關鍵字

sport agent ； professional competency indicator ； establishing indicators ； Analytic Hierarchy Process (AHP)

參考文獻

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