運動行銷公司之經營策略研究： 以B公司為個案研究

Abstract

近年來運動風氣盛行，帶動各類運動相關產業興起，運動行銷自1990年代進入台灣後，也興起一股熱潮，不論是專職舉辦運動賽事之公司，或者是其他相關產業的公司也相繼涉入運動行銷相關業務經營，然而國內對於運動行銷公司經營之相關鮮少， 本研究以國內知名運動行銷公司B公司為研究對象，研究目的為：1.瞭解運動行銷產業的現況。2.釐清個案公司經營現況以及成長策略。3.提供個案公司未來策略建議。由於國內對於運動行銷公司之相關研究並不多，故本研究採用質性研究，以文獻探討、資料蒐集加以歸納、分析及彙整，探討運動行銷產業之整體環境、產業競爭態勢，以及個案公司之產業定位、核心競爭力以及企業成長模式。 本研究發現，個案公司所處的運動行銷產業為高度競爭的產業，由於進入門檻不高，除現有的競爭者為，周邊的廣告、公關公司也都成為潛在競爭者或取代品，而消費者的議價能力高，供應商的議價能力低。因次在產業的競爭策略上需採取差異化的策略，以提升競爭優勢。而就個案公司而言，其核心競爭力在於創新能力、整合能力及客製化能力。在面對競爭的經營市場時，個案公司所採取的策略是差異化策略，提高服務與產品對於客戶的附加價值，建立品牌價值。而在企業成長策略上，個案公司則在不同的產品上，依據所處市場的未來發展建立成長策略，包括市場開發、產品延伸及多角化策略，透過這些策略來擴大市場佔有率，以維持公司在市場的領先地位。 最後，本研究也對於個案公司之未來發展，提出建議： 1. 提升組織規模與核心能力，以提供客戶更優質的服務。 2. 提升企業知名度與品牌差異化，拉大與競爭對手的距離。 3. 技術掌握差異化，透過人才的引進與策略合作，掌握產業發展的關鍵因素，強公司競爭優勢。

The rise in the popularity of sports has led to tremendous growth in various sports-related industries. Since entering Taiwan in the 1990s, the sports marketing industry has also grown exponentially. Whether it is companies that hold sporting events full-time or some other sports-related companies, sports marketing is always involved. However, we have very limited information and research about sports marketing in Taiwan, so it is very difficult to find reliable data. This research takes B, a well-known domestic sports marketing company, as its subject. The research objectives are: 1. To understand the current state of the sports marketing industry. 2. To get a clear understanding of the operating status and growth strategy of the individual company. 3. To provide future company strategy recommendations. There is not enough research on sports marketing companies in Taiwan, so this research uses qualitative research. We use literature and data collection to discuss the overall situation of the sports marketing industry and its competitiveness, as well as the industrial positioning of individual companies and their development model. We find that the sports marketing industry that B is in is a highly competitive industry. Because the existing competitors, advertising companies, and public relations companies will all become potential competitors, the bargaining power of consumers is high, and the bargaining power of suppliers is low. Therefore, it is necessary to adopt a differentiated strategy to enhance a firm’s competitive advantage. As far as individual companies are concerned, their core competitiveness lies in their ability to innovate, integrate, and customize. When facing such a competitive market, firm needs to adopt a differentiated strategy, increase the added value of its services and products to its customers, and build brand value. In regards to corporate growth strategies, individual companies need to establish growth strategies on different products based on the future development of the market and its location. They need to consider market development, product extension, and diversification strategies. These strategies are used to expand market share and maintain a leading position in the market. Finally, this study also makes recommendations for the future development of individual companies: 1. Improve the size and core abilities of the organization to provide customers with better services. 2. Promote corporate awareness and brand differentiation. 3. Through working with diverse talents and experts, incorporate different fields of expertise to help with differentiation and strengthen the company’s competitive advantage.