運動行銷公司經營策略之探究：以C公司為例

Abstract

中國國務院於2016年2月6日修訂《全民健身計畫》，規定縣級以上政府將全民健身事業納入經濟和社會發展規劃。根據該計畫，體育產業規模預計在2020年達到年成長20%的目標，並預計達到3兆元人民幣，佔國內生產總值比重1%，體育消費額佔人均可支配收入比例將超過2.5%。由於中國政府積極推動體育活動，使得運動行銷產業具有龐大的商機。

既有企業之營運經驗有助於欲進入中國運動行銷產業之經營者，有鑑於此，本研究以一家推廣桌球運動之運動行銷公司作為個案，檢視中國運動行銷產業發展現況。透過強弱危機分析、五力分析及深度訪談，本研究檢視個案公司經營現況。本研究針對經營分析結果，提出四項經營策略之建議，供個案公司未來營運參考。

The State Council of the People’s Republic of China on February 6, 2016 revised the Regulation on National Fitness. The Regulation requires that the local government at or above the county level should include national fitness in its economic and social development program. According to this regulation, annual growth of the sport industry will be 20% in 2020. The consumption in the sport industry will be 3,000 billion RMB, which is about 1 percent of gross domestic product (GDP) in 2020. Moreover, consumption on sports will be more than 2.5 percent of per capita disposable income.

The operating experience of existing companies helps those who want to enter the sports marketing industry in China. Thus, the objective of this study is to examine the current status of sports marketing industry using a sports marketing company which promotes table tennis as a case study. This study conducts a SWOT analysis, Porter’s five force analysis, and in-depth interview to examine the operating performance of the case company. According to the results, this study proposes four business strategies for the case company to improve its operating performance.