台灣啤酒籃球協會SWOT經營策略之研究

Abstract

台灣啤酒籃球協會經營的台灣啤酒籃球隊是我國籃球界具有悠久歷史並戰績豐碩的知名球隊。然而，隨著國內社會文化和經濟環境的變化，以及其他企業的競爭，導致台灣啤酒籃球隊過往的經營優勢逐漸喪失，戰績也逐漸下滑，使得球隊陷入經營危機之中。近年來，隨著職業籃球聯盟的成立，台灣籃球環境出現了許多新的機遇，但也為台灣啤酒籃球協會的經營帶來了潛在的挑戰。 本研究旨在探討台灣啤酒籃球協會的經營策略，針對台灣籃球發展歷程及台灣啤酒籃球隊之成立背景、營運現況進行資料蒐集整理，以及透過半結構式訪談台灣啤酒籃球隊之經營團隊、球員、球迷及媒體等人員，以匯集當前經營現況及經營策略。本研究結果以SWOT分析工具歸納出「球隊發展歷史悠久」、「品牌文化知名度高」、「擁有基本穩定之營運資金」、「球員人才培育有成」、「訓練設施及生活照護完善」、「組織架構細緻化」、「具有卓越能力的組織領導者」等7項優勢；「資金運用缺乏彈性」、「缺乏足夠的訓練人力資源」、「權威式領導風格」、「領導者的銜接」、「擴張球隊分散既有資源」等5項劣勢；「引進外部贊助資金」、「爭取利害關係人的認同」、「持續提升組織專業訓練能力」、「維持良好的戰績表現」、「行銷策略的制定及運用」、「提升品牌聯想度」、「創造更廣的社會價值」等7項機會，以及「聯盟經營制度未健全」、「各球團經營架構及觀念之落差」、「同業競爭者增加」、「SBL聯賽關注度下滑」、「品牌資產下滑」等5項威脅。接著運用TOWS分析矩陣交叉檢視內外部因素，進而為協會提出「發展國內頂尖專業訓練中心」、「建立社會責任計畫創造社會價值」等13項適應市場環境現況的經營策略建議。最後，依本研究結果提出具體之實務面建議，期能持續幫助該組織發展核心競爭力，應對市場動態的變化，以及保持策略擬定的靈活性，為組織達成永續經營之目標。

The Taiwan Beer Basketball Team is a well-known team in Taiwan with a long history and impressive track record. It is operated by the Taiwan Beer Basketball Association. However, due to changes in the social, cultural, and economic environment, the Taiwan beer basketball team has experienced competition for resources from other companies that are trying to establish teams and recruit outstanding players, making it difficult to maintain the past operational advantages of the team, and the performance has been deteriorating, leading to a crisis in the operations. The establishment of the Professional Basketball League has increased the number of teams, creating many opportunities within Taiwan but also posing potential challenges for the operation of the Taiwan Beer Basketball Association. The purpose of this study is to explore the management strategies of the Taiwan Beer Basketball Association. Data collection will focus on the development of basketball in Taiwan, the background and current operations of the Taiwan Beer Basketball Team, and the perspectives of the management team, players, fans and the media regarding the Team. The results of this study summarized 7 strengths, 5 weaknesses, 7 opportunities and 5 threats using the SWOT analysis tool. The TOWS analysis matrix will then be used to intersect the strengths and weaknesses with the opportunities and threats in the external environment, leading to 13 recommendations for the business strategy of Taiwan Beer Basketball Association. Finally, based on the findings of this study, practical suggestions are provided to help the organization develop its competencies and maintain the flexibility in strategy development in order to achieve the goal of sustainable operation.