一個新的運動產業的商業經營模式：以游泳業為例

Abstract

現在的運動產業，已經變得常複雜。例如：2008北京奧運和1960東京奧運的國際社會背景與經營型態就完全不一樣。現在的奧運，每位運動員都是商品，每一個單項運動如足球、棒球或游泳，也可能就是一個蓬勃運動市場；現在的運動，不只是運動員從事運動，很多的運動觀眾也參加運動過程，所以運動不再是運動員的專利，運動必須全民踴躍投入才能形成一個有意義的市場。 但是在台灣，運動場所的土地與建物成本高昂，民間業者無法獨立籌資興建，必須藉助政府的資源才能興建，興建後的場館，也必有人投入經營運作。所以近年來政府透過公辦民營(OT、ROT及BOT等)的方式，將公共資源如學校運動館、各地公共運動館，逐一釋放給民間，創造許多新的商機。以公辦民營的方式，將民間業者的專業經營能力引入公共建設中，讓政府的建設發揮最大的作用，創造政府、業者與民眾三贏的局面。 本文立足在現在(2008年)的台灣大環境中，以游泳運動為例，分析當時游泳運動產業的市場，從現有的市場狀況中，嘗試著為政府的委外案找出更佳的經營模式，並透過這個經營模式，建立營運發展平台，尋找更多的合作機會，創造更多的商機。

The present sport industry, already became quite complex. For example, the background of international society and the business management on 2008 Beijing Olympic Games and 1960 Tokyo Olympic Games are dissimilar. In the present Olympic Games, each athlete is a commodity. Each single sport item like soccer, baseball or swimming also is possibly a vigorous sports market. Sport ecosystem nowadays is that not only the athlete is engaged in it, the very many audience also participates in the games, therefore sport no longer is athlete's asset, it takes all the people to invest enthusiastically to make a meaningful market possible But in Taiwan, the land and the building cost for sport is soaring, the civilian investors are unable to finance and build the facilities independently. It has to come with the aid from government to construct the facilities for someone to manage the operation. Therefore the recent years government take this approach (OT, ROT and BOT and so on) to make available the school gymnasiums as well as the public stadiums overtime and create many business opportunities. This model of government-owned facility run by civilian introduces the expertise from entrepreneur to public facilities and make the best efficiency of them, which is to the interests of the government, the entrepreneur and the public This article bases in the present days in(in 2008) Taiwan, taking the sport of swimming as the example, to analyze the market of swimming industry and to try to pursuit a better way for this model that would lead to a business platform for more collaboration and business opportunities from the current marketplace.