台灣職籃聯盟競合策略研究—以 P.LEAGUE+為例

Abstract

籃球運動在台灣是個高人氣的運動項目，在中華職籃CBA的出現之後，更是帶起了一股熱潮，而在CBA倒台之後，威廉瓊斯盃籃球邀請賽、高中籃球聯賽HBL、大專籃球聯賽UBA，以及早期的超級籃球聯賽SBL等等，多種國內的籃球賽事也都常常吸引許多球迷到場共襄盛舉；然而近年來，SBL的發展不斷走下坡，職業籃球產業的發展也停滯不前。隨著P.LEAGUE+的出現，台灣的職業籃球產業才終於有了嶄新的突破，從過去僅有SBL這一個準職業聯盟的存在，到現今同時擁有三個籃球聯盟、十七支球隊並存的高度競爭狀況，顯示出台灣的職業籃球運動產業的蓬勃發展。 透過對於國內外的職業運動產業發展以及經營分析，了解職業運動產業經營的策略規劃方式，並且，分析過往的中華職籃CBA以及SBL的發展，來作為職業籃球產業發展的借鏡與學習。本研究利用PEST分析台灣的職業籃球產業環境，並且對於職業籃球產業的價值鏈當中的各個參與者來進行策略建議，再者，以價值網分析職業籃球產業當中的參與者，找出P.LEAGUE+的供應者、客戶、替代者以及互補者，搭配SWOT分析，找出P.LEAGUE+的競爭優劣勢以及產業當中的發展機會與威脅，再利用PARTS來探討P.LEAGUE+在產業當中如何透過競合策略在產業當中創造價值，接著更進一步的對於台灣之夜籃球產業的整併進行研究，分析產業整併所帶來的優勢，並且提出產業合併的可能方式、優缺點與管理議題。

Basketball is always been a popular sport in Taiwan. After the first professional basketball league—Chinese Basketball Association(CBA) established, the popularity grow exponentially, and even after CBA shut down, many basketball activities like high school basketball league(HBL), university basketball association(UBA) , William Jones Basketball cup and the early Super Basketball league(SBL) still attracted a lot of fans to enjoy the games . But in recent years, the development of professional basketball industry remained stagnant not until P.LEAGUE+’s appearance. Before P.LEAGUE+’s appearance, there was only a basketball leagues with five basketball teams, but now, we have three basketball leagues including seventeen basketball teams. The industry is now highly competitive and growing rapidly. This study analyze the development and the management of the professional sports industry all over the world and review the history of CBA and SBL to figure out how to make the strategy for professional basketball industry on Taiwan. This research use value network, PEST model, PARTS model and SWOT analysis to explore the industry environment and P.LEAGUE+’s competitive advantage in order in make the development strategy and short, medium and long-term strategic suggestions for P.LEAGUE+.