企業運動聯賽經營模式之探討－以中華企業射箭聯賽為例

Exploring the Business Model of Corporate Sports Leagues - A Case Study of the Chinese Enterprise Archery League

沈佑芳(Yu-Fang Shen)；黃永旺(Yung-Wang Huang)

經營模式 ； 經營模式畫布 ； 企業運動聯賽 ； 中華企業射箭聯賽 ； business model ； Business Model Canvas ； corporate sports leagues ； Chinese Enterprise Archery League

運動知識學報

21期（2024 / 07 / 01）

vi+47 - 62

繁體中文;英文

本研究以Osterwalder與Pigneur提出之經營模式畫布（Business Model Canvas）作為分析依據，採用文件分析法，探討中華企業射箭聯賽經營模式，並提出建議。研究結果發現個案經營模式由下列九個要素組成：一、價值主張：延續優秀射箭選手運動生涯；完善聯賽制度及相關活動，帶動水平及週邊產業，並提升民眾對射箭運動的關注度。二、目標客層：參賽選手、企業主及觀賽民眾。三、通路：官方網站及社群媒體。四、顧客關係：創建聯賽環境與體制並給予選手薪水、支援；提供企業主曝光公司名稱及標誌的管道；辦理週邊活動。五、關鍵資源：資金及軟硬體設備。六、關鍵活動：聯賽。七、關鍵合作夥伴：中華民國射箭協會人力。八、收益流：企業贊助及政府補助。九、成本結構：辦理賽事所需軟硬體支出。建議：一、強化行銷，使關鍵活動達到宣傳效益，增加收益流。二、建置與賽事相關的通路資訊。三、後續研究可以針對射箭企業聯賽發展較為成熟的國家進行探究，以作為借鏡，或採用不同研究方法或理論，探究聯賽不同面向的運作。

This study is based on the business model canvas proposed by Osterwalder and Pigneur. The document analysis is used to discuss the business model of the Chinese Enterprise Archery League, and some suggestions are made. The study found that the business model of the case consists of the following nine elements : 1. Value Propositions: Continuing the careers of excellent archers; improving the league system and related activities to drive the development of the sport and increase public attention to archery. 2. Customer Segments: Participating athletes, business owners, and spectators. 3. Channels: Official website and social media platforms. 4. Customer Relationships: Establishing a league environment and system, and providing player salaries support. Provide a channel for business owners to expose their company name and logo. Organize peripheral activities..5.Key Resources: Funding and hardware and software equipment. 6.Key Activities: Organizing the league. 7. Key Partners: Human resources from the Chinese Archery Association. 8.Revenue Streams: Corporate sponsorship and government subsidies. 9.Cost Structure: Expenditure on hardware and software required for organizing events. Recommendations: 1.Strengthen marketing efforts to maximize the promotional benefits of key activities and increase revenue streams. 2.Establish channels for information related to events. 3. Follow-up research can be carried out in countries with more mature development of archery enterprise leagues as a reference, or different research methods can be used to explore the different aspects of organizational business models.