臺灣運動組織群眾募資策略之個案研究

Abstract

體育運動組織可透過多元的資金來源實現永續經營之目標，群眾募資則是運動組織的新興資金籌備選項之一，從近年屢次出現的亮眼個案，顯示了群眾募資作為運動組織資金籌備管道的發展潛力。然臺灣群眾募資相關研究缺乏對運動領域群眾募資之研究；因此，本研究目的在補足運動領域群眾募資之研究缺口，透過分析並歸納成功個案之群眾募資策略，期盼能夠作為運動組織實際發起群眾募資專案時的參考。 本研究採個案研究法，以M計畫為個案研究對象，並分為兩階段研究。研究第一階段透過文件分析法及訪談法，根據STP市場定位策略及行銷7P理論，探討該個案之募資專案內容、執行成果及募資策略；研究第二階段應用焦點團體座談，邀請運動管理學學者及群眾募資實務專家為對象，針對第一階段歸納之募資策略建議進行內容確認及修正，藉此綜整研究結果並提出策略建議。 本研究結果發現：一、M計畫屬民間非營利組織發起的運動推廣導向群眾募資專案，發起人透過群眾募資的資金挹注，在全臺各地建立兒童滑板場地—Mini Ramp，並同時推廣兒童滑板運動。二、就創造型運動群眾募資專案而言須重視：目標市場定位策略、內部資源評估、專案企劃策略、推廣策略等四項策略規劃。其中，內部資源是影響募資效益最重要的關鍵之一；在擁有良好內部資源的基礎上，群眾募資發起人應訂定明確的目標市場定位策略，擴大可透過專案受益之受眾規模。接著，應根據目標市場定位策略及可利用之資源擬定專案企劃策略及推廣策略，提高專案成功率與募資效益。 研究建議各運動組織群眾募資之利害關係人，應積極參與群眾募資專案，增進資訊交流與認知並組成策略聯盟以分享資源、擴大募資效益並同時促進自身利益，創造多贏局面。

Sports organizations can achieve sustainability through multiple sources of funds, and crowdfunding is one of the emerging funding options for sports organizations these years. The successful cases in recent years in Taiwan showed the potential of sports crowdfunding as a fundraising approach for sports organizations. Although there have been plenty of crowdfunding researches in Taiwan so far, there are very few crowdfunding researches in the field of sports. Therefore, the objective of this research is to analyze and summarize the crowdfunding strategies of successful case as a reference for sports organizations who attempt to launch a crowdfunding project.

This study adopts the case study method, taking project M as the research case. The research is divided into two phases. On the first phase, we analyze the content, the funding result and the strategies of project M through documentary research and interview methods under the structure of STP analysis model and 7P marketing mix theory. On the second phase, we invited sports management scholars and crowdfunding experts to conduct a focus group discussion to confirm and revise the research result on the first stage and bring up strategic suggestions.

There are two main findings in this study. First, project M is a sports promotion-oriented crowdfunding project launched by a non-profit organization. The initiators built children's skateboard venues—Mini Ramp all around Taiwan and reached their sports promotion goals through crowdfunding at the same time. Second, the initiators of “creative type” crowdfunding projects should follow four strategies, which include STP strategy, internal resource evaluation, planning strategy and promotion strategy. Among these, internal resources are one of the most important factors affecting fundraising efficiency; on the basis of having abundant internal resources, crowdfunding initiators should formulate a clear STP strategy to expand the size of the target audience who can directly benefit from the project. Then, according to the STP strategy and available resources, the planning strategy and promotion strategy should be formulated to improve fundraising efficiency. On the other hand, this research suggests that sports organization stakeholders should participate in crowdfunding projects more actively to create a win-win situation.