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題名 | 我國職業運動聯盟營運架構與策略之探討=Discussion of Strategy and Governance Structure of the Professional Sports League in Taiwan |
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作者 | 黃煜; 林房儹; |
期刊 | 國立臺灣體育學院學報 |
出版日期 | 20010100 |
卷期 | 8 2001.01[民90.01] |
頁次 | 頁29-51 |
分類號 | 528.927 |
語文 | chi |
關鍵詞 | 職業運動聯盟; 卡特爾; 代理關係; Professional sports league; Cartel; Agency theory; |
中文摘要 | 我國職業運動之發展曾經歷了一段極為風光的歲月,然而曾幾何時球迷們卻選擇黯然的遠離球場,這是相當值得探討的嚴肅課題。為分析我國職業運動聯盟組織架構與其營運策略,本研究首先探討國外職業運動產業發展,因為他山之石可以攻錯,借鏡他人或可啟發一線生機。六○年代以後,多數學者開始從經濟學的角度研究職業運動的營運問題,職業運動已被當成正規「事業」在經營。其中,職業運動聯盟的產業結構亦是討論的重要議題之一。相關研究指出,職業運動聯盟的產業結構是屬於寡佔型態,更有許多學者指出職業運動聯盟的運作型態有如卡特爾(Cartel)。所以,職業運動聯盟的產業架構與多數產業不盡相同,連帶地使其營運模式有特殊性,許多美國職業運動聯明的制度訂定與運作情形卻充滿了卡特爾精神。此外,學者也提出代理關係說明職業運聯盟對於財務資源分配機制與各球團營運之間的關係,而國內目前少有針對這些理論在職業運動聯盟經營應用之探討。因此,本文之主要目的在於透過卡特爾理論與代理經紀理論探討職業運動聯盟的營運架構,並配合美國職業運動聯明運作現況作實例說明,以提出適合國內職業運動聯盟經營型態的建議。最後根據美國四大職業運動聯明與國內職業運動聯明的制度相較之下,本研究建議我國職業運動聯明組織架構與營遲策略作如下之調整:(1)選透制度化,(2)球團主場化,(3)電視轉播權統一化,(4)薪資合理化,(5)入盟條件化,(6)資源分配合理化,與(7)行政事權系統化。 |
英文摘要 | Before game-fixing scandal of the professional baseball in Taiwan was revealed, professional baseball enjoyed a remarkable success among this island. The gambling scandal with involvement of organized crime, plus the inter-league competition, led to the rapidly decline in attendance number and destroy of game integrity. Such negative incidents raised public discussions consistently. To analyze the governance structure and management strategy of the professional team sports, the first part of this study was to investigate the developmental policy and governance structure of professional team sports in the United States, which results of this investigation is used a model to build a well organized professional sports league in Taiwan. Many academic scholars studied managerial issues of professional sports from economic perspectives since 1960. management of professional sports was viewed as a normal business. One of the rising topics is the market structure of the professional team sports. A study indicates that market structure of the professional sports league was classified as oligoploy. More researches show that the professional sports league was seen as a cartel. This particular market structure differs from most of other industries so that the management model is unique. Regulations and operations of professional sports leagues are closely related to a cartel organization. Additionally, agency relationship is used to explain relationship between league and sports franchises and mechanism of distributing financial resources to sports franchises. As far, not many researches discuss the application of these theories to management of professional team sports. Therefore, the second part of the study was to provide proper recommendations for developing a sound structure of the professional sports league by examining the application of cartel theory and agency theory. In comparing with governance structure of four major sports leagues in U.S., this study provided several suggestions related to managerial strategy and governance structure: (1)regulation of amateur draft, (2)locations of franchise's territory, (3)centralization of sales of broadcasting rights, (4)controlling mechanisms of player costs, (5)restrictions of franchise expansion, (6)proper rules of resource allocation, and (7)decision making based on merits of the league, rather than any individual sports franchise. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。