- 期刊
以產權理論探討國內運動場館冠名權
Property Rights of Sport Stadium's Rental Value Dissipations
摘要
本研究目的旨在探討國內運動場館冠名權的租值消散，以產權理論的角度檢視冠名權的經濟效益，並建議如何避免租值消散的現象產生。本研究採用文獻探討與個案時事分析，從過去文獻指出冠名權是由運動贊助發展而來，隨著觀念的改變運動贊助已成為企業行銷的商業行為，且冠名權的經濟效益以成為運動場館經營的主要收入來源，並提出國內外冠名權個案，分析個案冠名權的經濟價值與租值消散的現象。本研究結果發現國外冠名權具有高經濟價值，而國內冠名權卻因未有明確產權制度與冠名權法規，使得原具有經濟價值的冠名權淪為租值消散。因此，提出避免冠名權租值消散的建議與如何發揮冠名權經濟效益，做為政府增加國庫收入之方法。
並列摘要
The purposes of this study were to explore the rental dissipations in the title sponsor of domestic sport facilities and examine the economic effect of title sponsor from the perspective of property rights theory, as well as provide the suggestions for avoiding the situations of rental dissipations. Literature review and case study were adopted in the analysis, the literature review indicated that title sponsor came from the sport sponsorship, alternative of different views, and had changed to be the most popular commercial activity of private sport enterprises. The economic benefit of title sponsor has become the major income source of sport facilities, the researcher provided some domestic and abroad case studies of rental dissipations in the title sponsor of domestic sport facilities. The results of the cases from abroad showed title sponsor brought huge economic benefit; on the contrary, the domestic case was out of value due to unclear property system. According to the results of this study, the suggestions were proposed for avoiding the rent dissipation taking places and elevating government revenue.