職業運動聯賽經營模式的平台分析-以NBA為例

Abstract

美國職籃NBA之經營模式，有效連結觀眾、球員、球隊及廣告主等各方客群，符合多邊平台定義，構成以下平台結構：(附圖) 本研究進一步透過Evans & Schmalensee（2007）的六步驟平台分析架構，探討平台各方客群之互動關係，研究結果如下段。 NBA作為平台事業之關鍵成功因素在於：掌握關鍵資源-球員，聯盟內部各隊彼此合作，不斷修正賽事規則，提升觀眾體驗，並利用各項外部因素擴大觀眾基礎，啟動正向循環。而由於平台事業特性，NBA之成功難以複製於他處，如SBL。企業欲參與職業聯賽，除了直接購買球隊，亦可透過贊助及球星代言等方式進行。

The business model of National Basketball Association(NBA) effectively connects its’ distinct types of customer: Audience, players, franchises, advertisers. The structure of NBA’s multisided platform is shown below: Next, the study explored the interactive relationship between its’ customer in the framework of platform analysis by Evans & Schmalensee（2007）, and the conclusion is as below: The Key successful factor of NBA lies in how NBA keep the players in the platform, co-operation of franchises and adapting itself to some external factors to increase its’ audience and activates the forward cycle. However, due to the characteristics of platform business, the success of NBA is hard to be duplicated to other professional basketball league (i.e. SBL). Franchise buy-out, sports sponsorship and player endorsement are plausible plans suggested for corporate willing to participate in professional sports.