臺灣鐵人三項產業分析

Abstract

近年全球運動意識提高，不僅是個人，全球各個國家的政府也鼓勵全民運動的風潮。現今高壓的工作環境中，運動為帶來身心紓壓的首選。此外，金字塔高端的族群也更願意嘗試各種極限運動，其中鐵人三項競賽更是最受歡迎的項目。世界鐵人三項的歷史，最早可以追溯到1920年代，而臺灣的鐵人三項運動最早起緣於1992年。相較於其他運動項目，鐵人三項需要投入更多的裝備、報名費、旅遊等支出，且賽事整體牽涉到自行車、運動鞋類服飾、旅遊、保險等多項產業。這樣的產業連動，再加上越來越廣為人知的賽事，也讓鐵人三項競賽產業在全世界持續蓬勃發展中。本研究透過鑽石模型和五力分析分析臺灣鐵人三項競賽產業的競爭優勢和競爭態勢， 並使用五力分析和價值鏈分析I 公司的競爭優勢。

Growing health consciousness in recent years has led to the trend that individuals now tend to exercise regularly, and global governments also highly encourage this phenomenon. Exercising has now become the top choice to relieve both physical and mental tension under current high-pressure working environment. What’s more, people from the top of the pyramid are also more willing to try various extreme sports, and triathlon is the most popular one. The history of triathlon can be traced back to 1920s while the first triathlon competition in Taiwan began later, which originated in 1992. Triathlon attendees have to expend more money in the competition compared to other sports, such as equipments, register fee, and travelling expenses, etc. Furthermore, the competition concerns with various industries including bicycle industry, sports accessories industry, tourism industry, and insurance industry. Such industrial interrelationships and increasing publicity regarding the triathlon competition have resulted in the flourishing of triathlon industry around the world. This study adopts the Diamond Model and the Five Forces Model to analyze competitive advantages and the competitive status in Taiwanese triathlon industry, and also introduces the Five Forces Model and the Value Chain Model to analyze the competitive advantaged of the triathlon competition organizing company I Company.