運動員個人品牌經營之研究

Abstract

在台灣，2013上半年最火紅的話題莫過於台灣棒球的復甦。在棒球經典賽之後，台灣人民重新對棒球運動燃起熱情。再加上大聯盟球星曼尼(Manny Ramirez)的加盟，使得進場觀賞球賽變成一個風潮。民眾的支持也讓棒球運動員有多空間進行個人品牌經營的操作。這也不免讓人好奇，運動員除了場內的表現之外，在場外會進行甚麼樣的活動來增加自己的品牌價值？ 本研究的目的為透過蒐集國內外的運動員資料，試圖找出運動員在經營個人品牌上的模式，以提供未來代言人或個人品牌經營上研究的參考。並且比較國內與國外運動員經營個人品牌上的差異，試圖找出差異的原因。 本研究從整理代言人、公共關係以及個人品牌經營相關的文獻，了解個人品牌經營以及代言人相關的理論，做為參考。也可以發現目前文獻上較少以運動員為研究主體加以說明。本研究透過次級資料的蒐集，統整出運動員經營個人品牌的方式，並且利用Google Trends分析了解這些方式是否會影響一般民眾對該運動員的想法。 本研究發現，運動員的品牌經營模式主要由代言、網路社群經營以及成立基金會組成。而民眾主要還是較注意對於這些運動員的場上表現。如果該運動員有個人簽名款商品或是網路社群的經營，會較容易影響民眾的態度。原因在於這些方式會讓民眾感受到該運動員的人格特質，會讓民眾覺得更貼近該運動員。 希望未來相關個人品牌經營研究者可以參考本研究，以運動員為案例，修正個人品牌經營的方向；或是相關領域研究者可以將運動員的個人品牌作為一個研究方向，深入了解每種方式的經營。

In the first half year of 2013 in Taiwan, the most popular issue is the revival of Chinese Professional Baseball League. After World Baseball Classic, people in Taiwan have patient in baseball since our players really do a good job. Moreover, enjoying ballgame in stadium become a fame because former Major League Baseball player, Manny Ramirez, decided to join Chinese Professional Baseball League. Supporting from fans made athletes have more methods to manage their own brand name. It makes us wonder that what would athletes do to increase their own brand value other than their performance in court. The goal of this study is finding models of athletes manage their own brand by collecting and analyzing data of athletes in Taiwan and foreign countries. Hope this study can provide future studies a way. Besides, this study compares the differences of the ways they manage their own brand name and tries to know the reasons of the differences. By collecting papers about endorsers, public relation and personal brand management, this study discovers there are not so many papers of brand management aiming at athletes. In addition, this study concludes that ways of personal brand management of athletes by sorting and analyzing secondary data. Besides, Google Trends analysis also helps this study to know that whether these ways of personal brand management would influence attitudes of people towards athletes. This study finds that the ways of personal brand management are endorsement, social network and founding a foundation. However, people tend to care about athletes' performance in court. If athletes had signature products or social network management, it would be more easy to influence people's attitude toward athletes since it would let people think that they are more close athletes and know more about the characteristics of athletes. Hope this study can provide a guide to future studies about personal brand management. Take athletes for example to revise the way of personal management. Otherwise, future studier of related fields can analyze more of the ways of brand management of athletes or how would they do to do better.