代理服務效能之研究： 2017世界大學運動會新聞中心規劃建置之案例分析

Abstract

舉辦國際大型運動賽會可以創造政治、經濟、觀光效益及文化、社會認同...等效益，有助提升一個國家的國際能見度及地位。因此主辦國際大型運動賽會已成為國際社會的主流趨勢。台灣先後於2009年舉辦高雄世界運動會、台北聽障奧運會，以及2017年的台北世界大學運動會。其中又以2017年世界大學運動會層級最高規模最大。計來自全球134個國家與地區，參賽運動員總計7,639人，隨隊人員則達3,758人參加。 隨著世大運的成功落幕，民眾對台灣再次舉辦國際賽會具94%的高支持度，台灣再次主辦世大運及亞運的聲量再起，也預告台灣將再持續申辦及主辦國際大型運動賽會。但市府委託國立體大團隊在世大運賽後，以參與世大運北市府官員所做的問卷調查『請問你同不同意 世大運團隊是有效率的?』，數據顯示有效能者僅15%，表示大型賽會運作效能及模式還有待努力及改進。 上述效能問題不僅存在市府團隊中，同樣也存在各局處委辦的代理執行單位中。大型活動委外處理各專業的代理業務情形己成分工重要的一環，據來自中華民國大專院校體育總會國際組及學者專家的訪談，近五屆的世大運除了台灣及韓國光州，由主辦城市政府主導辦理外，其中有三個城市除了公權力必須介入主導的事務外，許多的組織及執行重要工作均專案委外辦理，而亞奧運組織中的代理關係更不勝枚舉。 本研究將透過D公司實際參與「2017臺北世界大學運動會主新聞中心暨各場館與選手村媒體區規劃建置營運」案，從傳統的廣告代理關係探討代理工作的定位及常發生的『不可靠的基礎(信任)』、『缺乏透明度/資訊不對稱』、『等级制度垂直或水平多重代理』、『溝通不順暢/目標及不同利益/成本及激勵』等問題。而大型運動賽會的委託代理工作與一般傳統代理其挑戰及複雜度更高，使得本研究的成果更具代表性。研究旨在透過「2017臺北世界大學運動會主新聞中心暨各場館與選手村媒體區規劃建置營運」的經驗，探討代理關係引發的問題；進而找出大型賽會代理關係的效能方程式，故本研究及探討如下： 一、 從2017世界大學運動會媒體傳播服務內容探討代理關係的四大因素 『不可靠的基礎及信任問題』、『缺乏透明度/資訊不對稱』、『多重主體/等级制度垂直及水平代理問題』、『提升效能的激勵機制、國際宣傳如何效能化、永續資產經驗保存對效能提升的重要性』等問題。 二、 探討國際運動賽會媒體傳播代理成本問題。

Holding large international sport events can create benefits in political, economic, tourist, cultural, and social recognition areas, which are beneficial for increasing the international visibility and status of a country. Therefore, holding large international sporting events has become a major trend in international society. In 2009, Taiwan held the World Games in Kaohsiung, 21th Summer Deaflympics in Taipei and Taipei 29th Summer Universiade in 2017. Among these events, 2017 Summer Universiade was at the highest level and was the largest in scale. There were 7,639 athletes from 134 countries worldwide, and there were 3,758 team staff. As the 2017 Summer Universiade successfully ended, 94% of people in Taiwan support that Taiwan should hold another large international sport events. The volume of support for Taiwan to hold the Universiade and Asian Games has increased, which indicates that Taiwan will continue to apply for hold large international sport events. However, a survey “Do you agree that the organization committee of 2017 Summer Universiade was efficient?” conducted by National Taiwan Sport University entrusted by the Taipei City Government targeting officials participating in the 2017 Summer Universiade indicates that only 15% of survey participants agree with that statement. The result suggests that our efficiency and model for holding large sport events still have to be improved a lot . The aforementioned efficiency issue not only existed in the host city government, but also in the execution units subcontracted by each department. Principal agent has become a key segment in large events. According to the interviews with members from the International Affairs Dept. of the Chinese Taipei University Sports Federation and OC from Taipei government, except for 2017 Summer Universiade held in Taiwan and Universiade Gwangju 2015 in South Korea, there are three Universiade Events were subcontracted to professional teams. The agency model in the organization of the Asian Games and Olympic Games is also pervasive. This research discusses the agency position and issues, such as “unreliable basis (trust),” “lack of transparency (information asymmetry),” “level system (vertical or horizontal multi-agency),” “miscommunication (goals and different interests, costs, and rewards),” from the traditional advertising agency aspect through the project of “Planning, establishment, and operation of the MPC (Main Press Center) and VPC (Venue Press Center) of Taipei 2017 Summer Universiade ” participated in by Company D. The operation of subcontractedmodel for large sport events is much more complicated and challenging compared to traditional agency, which makes the research result more important. This research aims to discuss the issues caused by the agency relationship through the case of “Planning, establishment, and operation of MPC and VPCs of TAIPEI 2017 Summer Universiade” and further discover the efficiency formula for agency relationships in large sporting events. This research focuses on the following matters: 1. Discussing four major elements in agency relationship from the media service content of Taipei 2017 Summer Universiade. “Unreliable basis and trust issue”, “lack of transparency/information asymmetry”, “multiple entities/issues of vertical or horizontal agency in level system”, “reward mechanism to boost efficiency”, “The policy to improve the efficiency”, and “sustainable assets”. 2. Discussing the agency cost for media communication in international sport events.