我國運動休閒產業發展策略之研究 - sa.gov.tw ·...

Ncpfs-Res-093-001

I

2006 2500

00

Sport Recreational Industry

1676.19 49.58

1038.56 30.72

2001 (GDP)2794.34

1.10%

II

ABSTRACT

The Executive Yuan of Taiwan has listed sport and recreational

industry as a key national developmental plan and estimated that this

industry will generate NT$ 250 billion in 2006. The Government is

promoting Event Industry Integration Plan of National

Developmental Plan: Challenge for 2008 and Promotion for Sport

and Recreational Service of Taiwan Service Industry Developmental

Regulations and Plan: Tourism, sport and recreational service

industry. Both plans are related to sport and recreational industry.

Therefore, it is important to refer to those successful sport and

recreational industry promotional strategies and experiences from

well-developed countries. By adapting their experience, we can

provide developmental strategies to enhance the development of

Taiwans sport and recreational industry, increase the value of the

industry, and facilitate the development of sport and economy.

This study operationally defines sport and recreational industry

as the products that can provide consumers the opportunity to

participate or spectate sport and elevate sport technique, or the

supporting service that can promote sport, and the physical leisure

activity market that can enhance physiological and psychological

health. The sport and recreational industry creates an annual value of

NT$167.619 billion, approximately US$ 4.958 billion. The gross

III

value of the industry is NT$103.856 billion, approximately US$ 3.072

billion, which is 1.10% of Taiwans GDP (US$ 279.434 billion) in

2001. This study carefully analyzes the strategies for the development

of sport and recreational industry in Taiwan after evaluating the

policies of well-developed countries. In addition, 17 short-, medium-,

and long-term developmental strategies are provided for the

government to develop sport and recreational industry in Taiwan.

Sport and recreational industry is one of the crucial national

development plans in the new millennium. The developmental

strategies provided in this study can help to improve sport and

recreational industry, increase the value of the industry, and elevate

sport and economical growth.

Keyword: Sport and recreational industrial, Developmental strategy

IV

.............................................................................I

......................................................................................IV

......................................................................................VI

................................................................................... VIII

....................................................................................... X

....................................................................................... 1

............................................................ 1

............................................................ 5

................................................ 6

................................................ 6

................................................. 10

.......... 10

.......... 37

...... 45

.......................................................... 55

..................................................... 57

.......................................... 58

.............. 76

.............................. 87

.................... 116

........................................................ 119

........................................... 128

V

................................ 128

............ 134

........................ 138

........................................................ 145

........................................... 148

.................... 148

.................................... 156

165

.....................................170

SWOT ............... 170

............ 176

........ 188

.............................................................196

................................................................ 196

................................................................ 199

........................................................................................... 202

VI

2-1 NAICS................................................... 11

2-2 NAICS...................................13

2-3 ....................15

2-4 ....................37

2-5 ....................52

3-1 2001 59

3-2 21...................................61

3-3 64

3-4 ............71

3-5 ....................74

3-6 ............................83

3-7

..............................................................94

3-8 ..........105

3-9 ..........107

3-10 .................... 113

3-11 ............................ 114

4-1 139

4-2 ....................139

VII

4-3 ..........................................140

4-4 ..................140

4-5 ..................141

4-6 ......................142

4-7 ......................143

4-8 ..................................144

4-9 ..........................145

5-1 93 .158

5-2 93 .159

5-3 93 .160

5-4 93

......................................................................161

6-1 ..................189

VIII

1-1 ..................9

2-1 ........................13

2-2 The Sport Industry Segment Model ........................31

2-3 ............................33

2-4 ............................36

2-5 ................41

2-6 ........................42

2-7 P........................44

2-8 .................................................46

3-1 ............................88

3-2 .........................................89

3-3 .............................................89

3-4 IT .................90

3-5 .............................................91

3-6 .........................................93

3-7 2002 ......................93

3-8 .............................................96

IX

3-9 ...................................117

3-10 ...................................118

3-11 ...................................119

3-12 ...................................121

3-13 ..........................123

3-14 ...................................125

3-15 ...................................126

3-16 ...................................126

3-17 ...................................127

5-1 ................................................................151

5-2 ....................................................155

X

..............218

221

229

SWOT .................252

..................................................255

..................................................261

...........................266

.....281

1

---

(2003)

(International Olympic Committee, IOC)

(J.A. Samaranch)

2001

Broughton(1999)

5000

2000

2002 1000

2001

6 674

2

GDSP Gross Domestic

Sport Product LiHofarce Mahony2001

GDSP

(Wharton Econometrics

Forecasting Associates)1985 1986

440 472 Comet Stogel (1990)

1988 630

1997 Meek1995

1520 2%

345%(Meek, 1997)

Street & Smiths Journal of Sport Business 1999

2,131 1985 484%

(Sports Inc.)

1987

Meek(1997) 1995

2000

3

Broughton, Lee, & Nethery, 19992002

2002 1,3000

1950

2001

( 28 )

( 30 )( 20 )(

12 )

KTV

Sport and Recreational Industry

Sport Industry1996 Pitts Stotlar

4

KTVMTV

Street & Smiths SportsBusiness

Journal 20

BroughtonLee

Nethery1999

GDP

2006

2500

5

(

)

(

)

7

(1)(2)

(3)(4)(5)

(1)

(2)

8

Dalkey

Helme (1969)(reliability)

Costa (2000)

DelbecqVan-de-Ven Gustafson

(1975)(1)

(2)(3)

(4)

1-1

1.2.3.

1.

2. SWOT

9

3.

1-1 ()

SWOT

10

1986 473 1987 502 (

23 ) 1999 2130

6 (Comte & Stogel, 1990; Pitts & Stotlar, 1996, 2002)

LiHofacreMahony (2000)

(a

critical center of economy)(

2002)

(criteria)

(similarity of products) (similarity of

economic activities)

(Lipsey,

Coutant, & Ragan, 1999; Shim & Siegel, 1995)

(2003)

11

(North America

Industrial Classification System)NAICS

NAICS (Li,Hofarce, & Mahony,

2001)2-1

2-1 NAICS

11

21

22

23

31-33

41-43

44-46

48-49

51

52

53

54

55

56

12

61

62

71 ,

72

81

91

Office of management and budget (1997), North America Industrial

Classification System (NAICS),1997. US Department of commerce, Washington,

DC.

NAICS

2-2NAICS

NAICS

NAICS 2-1

NAICS

13

2-1 (2003)

2-2 NAICS(NAICS,1997)

23

234990

31-33

315

316219

33992

14

41-43

42191

44-46

451110

453310

53

532292

61

61162

71

71121

711211

711212

711219 ()

71131 ()

711310

71132 ()

711320

712110

71391

71392

15

71394

71395

713990

711410

81

81149

81391

81399

*Office of management and budget (1997), North America Industrial

Classification System (NAICS),1997. US Department of commerce,

Washington, DC.

NAICS

(2003)

NAICS

( 2-3)

2-3

Parks & Zanger (1990) (14) 1.

2.

3.

4.

16

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

Comte & Stogel (1990) 1. (Leisure

& participant sports)

2. (sporting

goods)

3. (advertising)

4. (net take

from legal gambling)

5. (spectator

sports receipts)

6.

(concession, souvenirs,

novelties)

*Several

categories

have been

statistically

adjusted with

updated 1987

figures,

which may

vary from

previous

publication;

sports

17

7. (TV and

radio rights fees)

8. (Corporate

sponsorships)

9.

(Golf course, ski area

construction revenues)

10. (Sports insurance)

11.

(Magazine circulation

revenues)

12.

(Royalties from licensed

properties)

13.

(Athlete endorsements)

14. (Trading

cards and accessories)

15. (Sports

book purchases)

16.

(Stadium and arena

construction)

insurance

premiums

include

professional

and amateur,

teams, and

individual

players, but

not

multi-purpose

facilities)

18

17.

(U.S. Olympic

Committee, NGB budgets)

18.

(Youth team fees)

19. (Halls of fame)

Pitts, Fielding, &

Miller (1994)

Product and

Buyer Type

1. Sport Performance

Segment(as

offered to the consumer as a

participation or spectatorial

product)

1. Athletics (a.

amateur sport

b. Pro Sport)

2. Private Business

Sport

3. Tax-supported

Sport

4. Membership

Supported Sport

Organizations

5. Non-profit Sport

Organizations

6. Sport Education

7. Fitness and Sport

Firms

2. Sport Production

Segment(Those

1. Outfiting

Products

19

products needed or desired

for the production of, or to

influence the quality of,

sport performance)

(a. Equipment, b.

Apparel)

2. Performance

Production

Products

a. fitness

trainer

b. medical

care

c. sport

facilities

d. governing

bodies and

officials

3. Sport Promotion

Segment

(Those products offered as

tools used to promote the

sport product)

1. Promotional

merchandising

products

2. Promotional

events

3. The media

4. Sponsorship

a. single event

b. Multiple

20

event

c. Single team

sponsorship

d. Individual

e. Circuit or

league

f. Shared

sponsorship

5. Endorsement

a. individual

b. team

c. full

organization

d. nonspecific

sport use

Meek (1997) 1. Sports entertainment and

recreation

1) events,

2) tourism,

3) media(Events,

teams, and

individual

participants; sports

and related

recreational

Gross

Domestic

Sports

Products

(GDSP)

21

activities; and

association

spending)

2. Sports products and

services

Design, testing,

manufacturing, and

distribution of

equipment, clothing,

and instruments

3. Sports support

organizations

Professional,

Amateur (Leagues,

law firms, and

marketing

organizations)

(USA Census of

Bureau, 1997)

8 1. (Art,

entertainment and

recreation)

2. (

//

)

3. (

)

4.

*

22

Oga(1999) 1.

2.

3.

4.

z

(1999)

4 1.

2.

3.

4.

SportsBusiness Journal

(1999)

15 1. Advertising(network

telecasts, national cable,

regional, print,

stadium/arena

signs/billboards/radio)

2. Endorsements(top 80

athletes and coaches. SBJ

project this represents 2/3

of all endorsement)

3. Equipment/apparel/footw

ear(active sportswear used

in competition, active

athletic footwear used in

competition, equipment

1. 213 billion

2. only

organized

sports

were

included

23

used in competition)

4. Facility

construction(stadium/trac

k construction, arena

construction)

5. Internet(revenue from

advertising and access

fees)

6. Licensed goods(apparel

footwear,

home-housewares,

furniture, hardware, etc.,

media-electronics,

software, videos, music,

books, toys and games,

Misc.)

7. Media broadcast

rights(Big Four pro league

telecast right, collegiate

telecasts, other telecasts,

radio)

8. Professional Services

(Agents, Marketing

24

companies, facility

management and

consulting manage,

financial, legal service)

9. Spectator sports(General

admission gate receipts,

premium seating, on-site

game-day

concessions/merchandise/

parking)

10. Sponsorships(events,

teams, leagues,

broadcasts)

11. Medial treatment

(Baseball, football,

basketball, soccer,

softball)

12. Travel(Expenditures for

transportation,

accommodations, and

meals for spectators,

colleges, Big Four pro

leagues, other)

25

13. Publications/videos(Mag

azine circulation revenue,

videos/video games,

books)

14. Gambling (Legal sports,

horses/greyhounds, US

internet)

15. Team operating

expenses(Big Four pro

league player salaries, Big

Four operating expenses,

Colleges, others)

Kim (2000) 3 1.

2.

3.

Li, Hofacer, and

Mahony (2001)

2 main

sectors

1. The sport producing

sector

2. Sport-supporting sector

Subsectors

overlap

somewhat

with the sport

activity-produ

cing sector

SportsBusiness Journal

(2002)

15 1. Travel (by groups for

travel to and from

1.194.64

billion:

26

organized sporting

events)(No sport tourism

spending)

2. Medical Spending

(soccer, baseball, softball,

football, track and field,

gymnastics, basketball,

wrestling, volleyball, ice

hockey, other)

3. Multimedia

(magazines-circulation

revenue, computer and

video games, video and

DVDs, Books)

4. Sponsorships (leagues,

teams, broadcasts and

events)

5. Gambling

(pari-mutuels-including

horse/greyhoud, internet,

legal sports books)

6. spectator spending

(Ticket sales, concession,

spending.

2. same

categories as

in 1999

27

parking, on-site

merchandise sales,

premium seating revenue)

7. Operating expenses (Big

Four pro leagues, player

payroll, Big Four pro

leagues, colleges, minor

leagues, others

8. Professional Service

(Facility and event

management, financial,

legal and insurance

services, marketing and

consulting services,

athletes representation)

9. Advertising (Billboards,

arena/stadium signage,

national network TV,

radio, national cable TV,

sports magazines,

regional TV (network and

cable), national

syndicated TV)

28

10. Media broadcast rights

(Big Four leagues plus

NASCAR, colleges,

other)

11. Endorsement (value of

the top 75 athletes,

coaches and sports

personalities, projects that

this total represents 2/3 of

all endorsements)

12. Licensed goods

(represents sales of

merchandise officially

licensed by leagues,

teams and other sports

properties (NFL, all

colleges, MLB,

NASCAR, NBA, NHL

and other)

13. Sporting goods

(equipment used in

competition, sportswear

used in competition,

29

footwear used in

competition)

14. Facility construction

(U.S. stadiums/motor

speedways, U.S. arenas)

15. Internet (Ad spending,

subscribers fees)

(2002)

Broughton, D., Lee, J., & Nethery, R. (1999). Sports business at the end of the millennium:

The answer: $213 billion. Street & Smith's SportsBusiness Journal, 2 (35), 23-29.

King, B., Sweet, D., Lefton, T., Cameron, S., Broughton, D., Lombardo, J., & Lee, J

(2002). Dollars in sports: Passion that can't be counted puts billions of dollars in play.

Street & Smiths SportsBusiness Journal, 4 (47), 25-39.

Meek, A.(1997). An estimate of the size and supported economic activity of the sports

industry in the United States. Sport Marketing Quarterly, 6(4),15-21

Pitts, B. G., & Stotlar, D. K. (2002). Fundamentals of sport marketing (2nd ed.).

Morgantown, WV: Fitness Information Technology, Inc.

30

1994 PittsFielding Miller(1994)

( 2-2)

1 (sport performance segment)

2(sport production segment)

3(sport promotion segment)

(sport performance segment)

(sport production

segment)

(sport promotion segment)

2-2

(

2003)

31

2-2 The Sport Industry Segment Model( Pitts, Fielding, & Miller, 1994).

Sport Industry

(Sport Performance Segment)

(Sport Production Segment)

(Sport Promotion

Segment)

1. a. b.

2. 3. 4. 5. 6. 7.

1. a. b.

2. a.

b. c. d.

1. 2. 3. 4.

a. b. c. d. e. f.

5. a. b. c. /

d.

32

1997

1995 (1520)

( 2-3)

1(Sports entertainment)

: ()

()()

2(Sports products)

3(Sport support organizations, nonprofit/profit)

MeekMeek

NAICS

(2003)

33

2-3 (Meek1997)

Meek, A.(1997). An estimate of the size and supported economic activity of the

sports industry in the United States. Sport Marketing Quarterly, 6(4),15-21

(Sports Entertainment)

(Sports Products)

(Sports Support

Organizations)

(The Sports Industry)

34

2001 LiHofarce Mahony

(The Sport Producing Sector)

(The Sport-Supporting Sector) 2-4

1.(The Sport Producing Sector)

1(Professional and Semiprofessional Teams)

2 (Intercollegiate and Interscholastic Athletic

Departments)

3(Municipal and County Recreation Departments)

4(Sports and Fitness Clubs)

5

(Independent Professional Athletes, Sports Trainers and Instructors.

Owners of Racing Participants (e.g. race cars and horses)

6(Other Event and Service Producers)

2.(The Sport-Supporting Sector)

(Administration and Regulatory

Athletic Associations)

(Sporting Goods

Manufacturers, Wholesalers and Retailers)

(Sports Facilities and Buildings)

35

(Sports Media)-(TV, Radio, and Cable

Networks, Magazines and Other Periodicals)

(Sports Management Firms)(Marketing,

Public Relations, Event Management, Athletic

Representation, Financial Consultation, etc.)

(State, Municipal and

County Sport Councils and Authorities)

LiHofarce Mahony (2001)

(1)(2)

(3)

NAICS

(2003)

36

2-4

Li, M., Hofacre, S., & Mahony, D. (2001). Economics of sport. Morgantown,

WV: Fitness Information Technology, Inc.

37

,2-4

2-4

(1997) 1.

2.

3.

4.

5.

(2000) 1. (

2. (

)

3. (

)

4. (

38

(2000) 1. ():

2. ()

(1)

(2)

(2001)

- (

90 1

N ()

N874 (

) 1. -N8741(

)

2. N8742 (

)3. N8749 ( 8741

8742

) 4. A-M; O-P

5.

8749 (2004)-

-(2004/08/02)

J ()

J8

1. J801 (J801011 -

J801020 J801030

-

39

)

2. J802()

3. J803 (J803010

-J803020

-)

4. A-I

(2001) Mullin(2000), core and

extensive product.

(Li, 2001; Pitts & Stotlar,

1993)

1.

a.

b.

c.

d.

e.

f.

g.

2.

a.

b.

c.

d.

e.

f.

g.

40

h.

i.

j.

(2003) 1. (Sport Participation)

2. (Professional or

Semiprofessional Sport)

3. (Sport Production)

4. (Sport activities

Promotion )

(2001)( 2-5)

(2003)

(Delphi)(

2003)

LiHofarce

Mahony (2001)

41

(2003)

2-5 (2001)

2000 PittsFieldingMiller (1994)

( 2-6)

42

1

2

/

3

4

2-6 (2000)

43

(2003) 2-8

P 4P

1(Sport Participation)

2(Professional or Semiprofessional Sport)

3(Sport Production)

4(Sport activities Promotion )

P

P

(2003)

44

2-7 P(2003)

(Sport Participation)

(Sport Products)

(Sport activities Promotion)

(Professional or emipro Sport)

45

(

)

(

)()

(

)

( 4

2-8

( 2-8 2-5)

46

2-8

New Balance

Mullin Hardy Sutton2000

47

2000 41.25

5.31 6 387

2.47

(2001)

1869

930

170 5.5 8

1876 20

90

(2000)

1950~1960

48

NIKE HBL NBA

NIKE

2001

2000

1999 (2001)

49

2000

90

2001 86 90

1678947211.400 537

15

1999

2001

2002

2002

2000 2000

50

(2001)

()()

(

)()

()(

)

( 2001) (sport event

management)

(Athens) 2004

6 2006

2008

2012

9

(2000)

51

(2001)

1984

(1998)

(2001)(1999)

2010

52

GDP()

5

4()

2-5

(

)

1.

2.

3.

4. (: 3-3

)

5.

6. (:)

7.

8.

1.

1)

2)

3)

4)

53

5)

6)

2.

1)

2)

3)

4)

5)

1. ()

2. ()

3. ()

4.

5.

6. (

)

7. (: EA)

8.

(

)

1. ()

2. (

)

3. (sponsorship)

1) (event)

2)

54

3)

4)

5)

4. (endorsement)

1)

2)

3) /

5. /

6.

7.

8.

9.

:

1)

2)

3)

4)

5) *

55

(criteria)

(similarity of products) (similarity of

economic activities)

(Lipsey,

Coutant, & Ragan, 1999; Shim & Siegel, 1995)

(2003)

(North

America Industrial Classification SystemNAICS)

(

)

56

(

)

(

)(

)

4()

2-8

2-5

57

2000

58

1980

(Sports Economy)

Sandomir(1987)

(Gross National Sports Product)

1986

4731987 502(

23)1995 1520 1999 2130

6 (Broughton, Lee, & Nethery,

1999Comte & Stogel, 1990; Meek, 1997; Pitts & Stotlar, 1996, 2002

Sandomir, 1987)Street & Smiths SportsBusiness

Journal 2001 2000King, 2002

3-1

21

21

Pitts, FieldingMiller1994

59

3-1 2001

()

* 160.6(8.3%)

(3 3540)11.1

(124)(21)

21.2(1.1%) (9437)/(7500

)/DVD(2799)(1464

)

189(9.7%) 20.4/146.9

21.

229.8(11.8%) (61)

(58.1)(60.4)

(6)(44.4)

274.3(14.1%) (46.9)

(17.8)(5.7

)(14.5)(163.9

)(23.4)

(2.1)

8.97(0.5%)

/ 256.2(13.2%) (79.8)

(75)(101.4)

24.8(1.3%) ()(14.4)

(10.4)

60

2.391(0.1%) (2.299)(920)

105(5.4%) (58.9)(25

)(NASCAR)(12

)(1)

69.9(3.6%)

(52.9)(10.6)(6.4

)

152.5(7.8%) (3.85)

(23)(67.5)

58.1

** 261.7(13.4%) (117.4)(37.3

)//(107)

64(3.3%)

*** 126(6.5%)

_____________________________________________________________________

Dollars in sports (2002, March 11-17). Sports Business Journal, 4(47),

28-29

(Street & Smiths

SportsBusiness Journal)

61

(Broughton, 2002a)

Li(2001)

13 170

(Mahony & Howard, 2001)21

3-2

3-2 21

8 2001

(Womens United Soccer Association)*

8 2001

(National Basketball Development League)

4 2002

(United States Professional Volleyball)

6 2001

(Major League Lacrosse)

10 2001

(National Womens Football League)**

8 2001

( X Football League)***

* 2001 2005

62

** 2000 2001

***

1. 3-2

(WUSA, USPV, NWFL)

(Womens Pro Softball League)Lee,

2001 2002 (National Pro

Fastpitch)( National Pro Fastpitch, 2004)

(12 17)

(Berstein, 2001)

2. 911

911

(Georgia Dome)

(South East Conference)

25-30

20 30

63

(Tennessee Titans) 100

500

(Brokinton, 2002b)

3.

1990 NBA

(Mullin, Hardy, & Sutton, 2000) NBA

1 NBAMLB

200(King, 2002bBrockinton, 2000)NFL

170(Super Bowl)

(Lefton, 2002a)

2MLB 1990

2003 (King2002aAdams2004c)

3 25MLB2001

65 20(King

2002a)2002 NBA 17

(Develett2002)

64

4.

(Kiosk)

1999 2004

39(Houck, 2000)

(Chicago Cubs)(Sosa)

(Sweet, 2001) 3-3

3-3

2001 MLB

2001 NFL

/

2001 MLB

2002 NFL

_____________________________________________________________________

65

Sports Business Journal research (2002, April 8-14). Out of the dark: How

technology has changed watching sports on TV, Sports Business Journal, 4(51), 22.

5.

(Fox Corporation)(Los Angeles Dodgers)

NBA(New York Knicks)

(Los Angeles Lakers)(Los Angeles Kings) NHL

(New York Rangers)(1998Rofe1999)

NBA

NBA.com TV

(YankeeNets) (Berstein, 2000)

(New York Yankees)

(YES Network)(Berstein, 2002)NBANHL NFL

MLB(Kaplan, 2003)

(4700)

(3940)(3820)

(National Sporting Goods

Association) 1998 2003

55.3% 73.5%

66

50%(Kaufmann, 2001a;

SGMA, 2004)

(2900)(1730

)(1160)(790)(700)( Kaufmann,

2001b)

(Kaufmann,

2001a)

(Bernstein, 2001)

2600 9

(Kaufmann, 2001)

1999

2003

(Liberman, 2004)

1999 27502003

2570 6.7%(NSGA2004)

1990

120 69

(Suggs, 1999)2001 2003 39

67

186(SBJ staff, 2003)

1996 2003 55

28 542002

1982 14

(Cameron, 2002)

(Indiana Pacers)(Conseco Fieldhouse)

1930 1940 (Mitchell, 1999)

(Baltimore Orioles)(Camden Yard)

(Cleveland Indians)(Jacobs Field)

(Seattle Mariners)(Safeco Field)

20(Ernst, 1999)

(San Diego Padres)

(Petco Park)

(King, 2004)(Citizens

Bank Park)

(Liberty Bell) (Muret, 2004)

(interactive zone)

68

(Atlanta Braves)(Turner Field)

Baseball Theme Park

/

1999(Philips Arena)

(CNN Center)

(Mitchell, 1999b)(Philadelphia

Phillies)(Memory Lane)

130 (Cooperstown Galley)

32 (Muret,

2004)

(Labinski, 1999)

(Naming rights)

(Permanent seat license)

1990 104

(McCarthy & Irwin1998a)

2003 70 (

) 10 20

69

(Liberman2003 )

(Dallas Cowboys)

1990

(Carolina Panthers)

(McCarthy & Irwin1998b)

(outsourcing)

(Cameron,

2002)

70

(King, Muret, Staff writers, 2004)

(Schaaf)

NBA

1988 2300

6 1992

2800 7000(Schaaf,

1995)

(Nike)2000

(Adams, 2003)

1.6 16

(Mullen, 2004b)

71

3-4

NFL(Super Bowl)

1995 302004 30

240(Super Bowl TV, 2004)

3-4

NFL 176 ABC/ CBS/ 1999-2006 22

ESPN/Fox

NBA 46 ABC/ESPN/

AOL Time Warner 2002-08 7.66

NASCAR 24* NBC/TBS 2001-08 4

/Fox/FSN

MLB 8.51 ESPN 2001-05 5.58

25 Fox 2001-06

NCAA 60 CBS 2002-2013 5.6

**

NHL 6 ABC/ESPN 1999-2004 1.2

NCAA 5.25 ABC 1999-2006 0.75

72

* Fox

**

ESPN

1998

125 (King, 2000b) 2003

400 1999

2 2003 2.5 25%(Adams, 2004b)

ESPN (Fox)

ESPN

(Cronan, 2000)

85

(Adams,

2004b)

(Sports Illustrated)

1998 ESPN

73

ESPN(ESPN the Magazine)

ESPN

4500

(Morris, 1999)

2003

(Adams, 2004a)

3-5

NASCAR 1990 (Winston Cup)

1200

(Berstein, 2000d)(Nextel) 2003

King, 2003

()

(IEG Survey Finds Automotive 2003)

74

3-5

1998 65.1

2003 70.8

(Naming Rights)

(Chicago Bulls)(United Center)

(Utah Jazz)

(Delta Airline) 1990

1990

Reebok

20 30(Kaufmann, 2001b)

(Manning, 2000)

(Nike)2003

2004

16Mullen, 2004a

75

(Gladden, McDonald & Barr,1998)

(marketing

guarantee)

(Mullen, 2004c)

1990

1990

1994 53 103.5

1998 112NBA

50%1996 201999 10

(Kaufmann, 2000b )

NASCAR 1990 8000

1999 11.3 1400%(King,

2000c)

76

1998 (King,

1999)1990

1989

13 7000 1998 24

(Sports betting, 1999) 1998

200

2003 1800 70

1998 2003

18

(King, 2004)

2000

1978-19921992-19971997-

1992

77

1997

1988 1400

1400

(Peopledaily2000)

31.4

1990

2000 1980

1990 2000

90 2008

2001

National Basketball Association

78

National Football League(Super Bowl)

Fisher2004

Hong1997 1990

The Sports Information Centerthe

Sports Museum and Exhibition Center

1995

1995

100

1995 15

21

1995

21

79

2004

1998 A

2.13 B 1.37

1998

3700 410

1998 1200

90%

50 100 43.7%

100

80

1993

1993

100 540

2100

1998

800 75

300

A

81

60012 4600

B 1800

1998

30

4000 2300

1996

10

1997 1700

1998

1996

1998

2000

(

)

82

(

)

1998 38.5

19.1 49.6 1993

1996 13.6

42.77

12%-13%

2008

2500

60 80 20

10 160

3 1000

21

83

1800

2001 GDP 0.3%-0.4%

302001

3-6

IT

2001

1990

1995-2010

84

15

1.

2.

3.

4.

1. 20

2.

3.

4.

85

5.

1.

2.

3.

4.

5.

86

6.

7.

8.

9.

10.

11.

12.

87

13.

14.

15.

Harada1999

1880~1940

1940~19601964

1960~1970

1970~1980

88

1980~1990

1990~2000

2002

3-1

2001

1880 1990

1.2.3.

1880 1960 1970 1980 19901940 2000

276

532

19971982 2002

430

89

3-2

1980

1. Nike town

2.

3-3

90

IT

hybrid sport industry

1999

IT

Internet Technology

3-4 IT

1982 276.26 1997

532.712002

1960 1970 1980

91

0100200300400500600700800900

1982 1992 1997 2010

5

1960~1975 1976~1990

1991

21

20

2001

2010 869.15

3-4

2002

3- 5

1996

276.26 314.76

532.71

869.15

92

64% 65%

5000 47

2001

2002

2003 2002 82

9660 7826 2001 0.5%

8 1996

14 2002 0.5% 4510

43( 3-6)

93

0

10

20

30

40

50

60

70

80

90

100

4 8 12 13 14

12

34

2003 2002

430 5.5%

1096 14%

5274 67.4%

1025 13.1%( 3-7)

3-6 ~ 14 / 1989~2002

3-7 2002

()

()

()

()

()

()

()

664,290

862,120

909,070

85220

825,150

829,660

67.40

%

5.50

% 14

%

13.10

%

94

3-7

3-6 3-7

3-7

2002 2001 3.2%

2003

4490

42

1 3510 127

1993 2002 2001

3.5% 2002

1280 12 2001 0.8%

1982 276.26

95

2004

3

1990

21(

)

21

2002

2001 1980

sport life

96

2002

()

2000

1.

2.

21

3-8

97

3.

4.

1

2

3

98

4

5

2001

1.

2.

99

3.

4.

1970 65

7 %1995

14 % 2050

1993 25-29 2000

30-34 20 %

1996

1.46 2000 1.36

100

5.

16

6.

21

101

() 21

2001 6

21

1.

2. 50 % 1 1

3. 1.7 %

3.5 %

4.

102

1.

1

2

3

4

5

6

7

2.

1

2

3

4

5

6

7

103

8

9

10

11

() 21

1984 11

21 ~

2001 1

2002

1.

2.

3.

4.

5.

104

6.

7.

8.

9.

()

1.

2.

()

1.

1972

1988 11 21

2002

105

3-8 3-9

3-8 ()

10,000 m2

(

)

2,200 m2

(

)

720 m2 (

)

300 m2

A

(

)

25 m 6-8

106

(

)

3,000 m2

400 m2

B

(

)

50 m 25

m 8

2001

107

3-9

(

)

C

2001

108

1.

2.

3.

4.

5.

2.

2010

2001

3.

109

26 60 %

21

1995

98.4 %

85.1 % 29.5 % 19.7 %

4.

110

1

1986

1988

2001

34

33

6

4

2000 10 102,440

2

1988 - 80

1988 1

18 1988

20001999 4

7,105 11,593

111

3

1988

THP

2002c

()

2000

1.

1

10

2

112

3

1988

4

1988

5

6

1996

1997

2.

1

113

3-10

3-10

(1999)

(1998)

(1976)

2000

2

114

3-11

3-11

(1995)

1.

2.

3.

4.

5.

6.

2000

()

1.

115

2.

3.

75 %

2001

J J-league

47 %

116

1960

Coalter, 199019701980

BSC1980

1990

1995

1980

80

1980 1990

` 12% 36% 27%

117

44 109% 68%

2004

1980 1990

1987

70

4.8

24

37 2002

CAS

1970

1972

3-9

1990

118

1980

1990

2000

1970 1980

1986 1988

1999 109

2010 236

(Kim, 2000)

3-10

1970 1990

119

2000

3-11

120

:

1.

1986 473 1999

2130()

6

2. 1990-2000

13 170

21

3. 2001 911

121

4. 20

NBAMLBNFL

5.

6.

7.

(Naming Rights)

8.

3-12

122

1. 2000

1978-1992

1992-1997

1997- 1992

2. 1995 1995-2010

15

21

1995

3. 1997

1998 1400

1400

4.

31.4

1990

200090NBANFL

123

5. 2008

2500 GDP 0.3%-0.4%

30

1. ()1880~1940

()1940~1960

1964 ()1960~1970

()

1970~1980()

1980~1990()

(1990~2000

2.

1982 276.26 1997

3-13

2002

124

532.71 1960 1970

1980

1990 21

2010

869.15

3.

2002

4.

() 21

() 21

()()

5. 2003 2002 82

9660 7826 2001 0.5%

125

2002

1. 19601970 1980

BSC1980

1990

1995

2. 19801990

1987

70

4.8

24

37

3-14

126

1. 1970

2. 1972

3. 1980

4. 1990 2000

3-15

1990

1970 1990

3-16

127

1. 1970 1980

19861988

2. 1999 109 2010

236

3.

3-17

128

New Balance

Mullin, Hardy Sutton2000

2000 41.25

5.31 6

387 2.47

129

2001

1869

930 170

5.5 8 1876

20

90

2000a

1950~1960

130

NIKEHigh School

Basketball League, HBLNBA

NIKE

2001

2000

1999

2001

20002001

131

2001 86 90

16.79 537

15

1999b

2001

2002

20002000

132

2001

()

2001sport event management

Athens 2004

6 2006

2008

2012

9

2000

133

2001

1984

1998

20011999

2010

134

GDP

135

;

138

(

)

4-1

4-2 4-3

139

4-1

50,266,734,000 15,020,838,000

19,676,469,000 5,431,819,000

30,590,265,000 9,589,019,000

25,051,438,000 10,838,944,000

8,190,432,000 3,569,291,000

48,255,617,000 16,015,863,000

16,744,018,000 11,072,252,000

6,854,518,000 5,578,488,000

4-2

301,859,000 226,371,000

20,177,093,000 12,185,413,000

17,744,447,000 11,116,675,000

833,716,000 646,241,000

16,910,731,000 10,470,434,000

140

4-3

25.12

10.11

45.46

10.51

2.38

93.58

169.11

177.44

4-4

177.44 111.16

169.11 104.7

3 1.80

2.3 1.38

(:) 9 5.40

0.5 0.30

(

)

11.4 6.84

372.75 231.58

141

(

)

8.34

0.5

1.42

1.34 2.76

3.26

4-5

8.34 5.00

3.26 1.96

11.6 6.96

142

)(: EA

353.21

167.44

68.55

229.31 3.18 12.68

130.79 70.58

4.2%

10.5

4-6

482.56 289.54

68.55 55.78

167.44 110.72

81.9 49.14

10.5 6.3

229.31 137.59

130.79 78.47

3.18 1.91

12.68 7.61

70.58 42.35

143

(

) 5.0 3.0

(: EA

) 2.0 1.2

1.0 0.6

1265.49 784.21

(sponsorship)

(endorsement)

//

4-7

13 7.8

2 1.2

(sponsorship) 1.5 0.9

(endorsement) 0 0

/ 0.5 0.3

0 0

0.3 0.18

17.3 10.38

144

()( 3 )( 1.2 )

( 0.8 )( 0.2 )

( 0.2 ) 5.4

4-8

0 0

0 0

0.15 0.09

3.5 2.1

5.4 3.24

9.05 5.43

1676.19

1038.56 90

33.81 49.58

30.72 4-9

145

4-9

372.75 231.58

11.60 6.96

1265.49 784.21

17.3 10.38

9.05 5.43

1676.19 1038.56

49.58 30.72

1:33.81

1999 2002

2002 SBJ

2002

146

2001

372.75 ( 231.58 )

11.60 ( 6.96 )

1265.49 ( 784.21 ) 17.3

( 10.38 ) 9.05 ( 5.43

) 1676.19 49.58

1038.56 30.72

2001(GDP)2794.34

1.10%

148

Brain

Storming

(Delphi technique)

Influence Diagram

21

1972 101976

20 1980

90

1976

149

1936 1980

civic boosterism

1984

(Peter Ueberroth)

""

5

2.5

7

1988 12%

1985 2,300 1990 6,3001995

10,0001992

1986 7,000

19,00020031996

1 5650

20012000 122

2002 2008

2010

5-10

150

1988 1990/1994/1998/2002/2006

1993/1997/ 2001/2005

2002

5-1

151

5-1

1.

2.

152

3.

4.

a

panel of experts Delphi panel

5.

5-2

153

80

1.

2.

3.

4.

5.

6.

7.

8.

9.

1.

2.

3.

154

4.

5.

6.

7.

8.

9.

1.

2.

3.

4.

5.

6.

1.

2.

3.

4.

155

5.

6.

1.

2.

3.

5-2

156

93

(1)

(2)(3)

(4)(5)

(6)(7)

157

(8)(Getz,

1998)

20 1988 44%

1Tourism Canada 1990

5% 1 1991

2% 1

(Getz, 1998)

Travel Industry Association of America (1999)

40% 5

1 2001 270

(Travel Industry Association of America, 2001)

1997

CalgaryWorld Police and Fire Games 8600

20000 Boulder 10

10 40,000 Ames

25,000 Iowa Games Sports Festival

15,000 30,000(Ericksen, 1997)

93

93

158

711

5-1 5-1 93 (%) (N=703)

349 49.64 236 33.57 118 16.79

(N=711) 353 49.6 358 50.4

(N=692) 47 6.79 106 15.32 236 34.10 277 40.03 25 3.61 1 0.14

(N=689) 361 52.39 116 16.84 52 7.55 9 1.31 21 3.05 30 4.35 27 3.92 52 7.55 21 3.05

(N=689) 420 60.96 252 36.57 6 0.87

(N=631) 10 356 56.42 11-30 59 9.35

159

31-50 83 13.15 51-70 59 9.35 71-90 40 6.34 91-110 16 2.54 111-140 7 1.11 140 11 1.74

30.015.6

2/3 1/3

40%

17%

1018-70 32%

2%

5-2 93

40,421 67,077 83,506 24,326 2,254 3,600 221,184

221,184

5-2

160

5-3 93 41,591 62.08 125,141 181.63 107,933 155.30 48,913 69.28 87,458 125.66 162,751 232.50 219,974 313.35 811,864 1149.95

5-3

811,864

232

6.3% 62

5-4

500 501-2000

161

5-4 93 (%)

500 287 42.90 501-2000 221 33.03 2001-3500 84 12.56 3501-5000 50 7.47 5001-6500 4 0.60 6501-8000 3 0.45 8001-10000 9 1.35 10001 11 1.64

10000

6763 3382

221,184 x 2 x (10,000+3,382)/(349+236) =10,119,262

811,864 x

(10,000+6,763+3,382)/711= 23,002,81393

10,119,262+23,002,813=33,122,075

2 ( 200)

150 50

162

2

33,122,075 x 4 + 33,122,075 x 2 x

150 + 33,122,075 x 50 x 2= 264,076,600

(55)

(50)(41) 15%

1.69

700 3200

51.7 1

40.1 1

55.2 265.5

163

3.90

-

Saskatoon 2004 Nokia Brier ( curling

) 9 22,157 57.7

650(Canadian Sport Tourism Alliance, 2004)2000

Hamilton South Pacific Masters Games 1,655

90,000(Yan & Lockyer,

2001)

1991 British Open 190,000

77% 2000

(28.7)(26.1)(23.0%) (Gelan,

2003)Walo, Bull and Breen (1996)

49

35%

164

93

T

-

Getz (1998)

165

Walo, Bull and Breen (1996) Lismore ( 40,000)

Northern Conference University Sports Association Games

166

1.2.

3.

1.2.

3.4. 5.

6.7.

8.9.

1.2.

167

2008

1.

.2.

170

SWOT

(Strengths)(weaknesses)

(opportunities)(Threats)

(Strengths)

(

)

1.

2.

1.

2.

171

1.

2.

1.

2.

3.

(weaknesses)

1. 13,000

2.

1.

2.

172

3.

4.

1.

2.

3.

4.

5.

6.

7.

1.

2.

1.

2.

173

(opportunities)

1. (

)

2. 2008

1.

2.

3. 2004

1.

2.

3.

4.

5. (

)

174

6.

1.

2.

1.

2.

3.

1.

2.

(Threats)

1. ()

175

2.

1.

2.

1.

2. ()

1.

2.

176

SWOT

1.

2.

177

3.

1.

2.

3.

4.

5.

6.

178

1.

2.

3.

4.

5.

6.

7.

8.

9.

179

10.

1.

2.

3.

1.

2.

3. ()(

)

180

1. (

)

2.

3.

4.

5.

1.

2.

3.

181

4.

1.

2.

3.

4. IT

5.

182

1.

2.

3.

4.

5.

1.

2.

183

3.

1.

2.

3.

4.

5.

6.

7.

184

1.

2.

3.

4.

1.

2.

185

3.

4.

1.

2.

3.

4.

()

5.

6.

186

1.

2.

()

()(

)

3.

1.

187

2.

3.

()

4.

5.

6.

1.

2. (

)

3.

4.

188

5.

6.

SWOT

6-1

189

6-1

196

Sport Recreational Industry

197

2001

372.75 ( 231.58 )

11.60 ( 6.96 )

1265.49 ( 784.21 )

17.3 ( 10.38 )

9.05 ( 5.43 )

1676.19 49.58

1038.56 30.71

2001(GDP)2794.34

1.10%

2.64

200

2001 0.95

1.5

202

2000 2000

(2004) (1995-2010)

http://www.sport.gov.cn/chanye/chanye.htm

2001

2003

(1998)

1994

(DEA)

2000

http://www.dgbasey.gov.tw/dgbas03/bs4/econdexa.xls

2001 90

1 2004.08.16

http://www.dgbas.gov.tw/dgbas03/bs1/text/indu89/indu.htm

1999

199614241-44

200115-6

203

200212 159

19982-6

2004

http://www.sport.gov.cn/chanye/detail_tuiguang4.htm

2001

5597-102

2000

51148-155

2002

2004 7 15

http://media.justsports.net.tw/spo_demo/publish_trust.asp

1999

145-162

200391

7-12

2003 P

2004 P

21-13

1999

204

10

2002

16-21

2003

(2000)28

87-100

200115

50-54

2003

65116-112

1998

3-12

1996

251107-115

1997

263135-143

1999

3-12

1999--

234-241

200110 13 35

205

1999

4467-73

200012 18 -

29

1992648-11

200012 28

9

1998

93-112

2001 ,

, 368-370

(1998)

27(1)11-16

2004

www://sport.tov.cn/admin/show_info.php?n_id=3054

20019 20 30

20031 3 29

(2001)146-49

2001128-37

2000

206

1998

19999882-86

1999 200010372-79

19999652-56

2001

2002

1998 10 9082-88

2002

20002000

27-28

20002000

2000

242-260

1999

2001

1149-11

207

2000

:

http://news.kimo.com.tw/2000/11/17/sports/ctnews/759836.html

20012 3

C3

20011

8-21

2004(v8.0)

2004.08.16http://moea.gov.tw/~doc/cod/code_v8.doc

2003

34135-148

200153

136-141

1998()329-351

2000

19926223-26

2000-

(2001)2001(34)

2000

2001

208

200221

200221

2000 21

2003 20032004

8 6 Future Planning Network

http://www.rieti.go.jp/cn/columns/a01_0121.html

20012001

202-208

20012001

108-117

20032004 7 15

http://www.haradalabo.jp/

20042004 7

20

http://www.rieti.go.jp/cn/columns/a01_0121.html

2002

Adams, R. (2003). For equipment makers, its innovative or perish.

Sports Business Journal, 5(38), 17, 20.

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Journal, 6(40), 8.

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6(42), 15.

Adams, R. (2004c). MLB signs richer TV deal wand official beer in

baseball-crazy Dominican Republic. Sports Business Journal, 7(3), 1,

40.

Bersterin, A. (2000). Sponsorship costs rising, and some get priced out of

racing, Sports Business Journal, 3(24), 52.

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