日本職業足球聯盟之發展策略－以FC岐阜為例

Abstract

足球為世界最多參與人口之奧運運動項目，並在電視觀賞及贊助亦為世界運動之首，此外因世界逐漸吹起運動職業化的風潮，促使世界足球列強一一建立職業足球聯盟，此股風潮亦吹進亞洲，而執亞洲足壇之牛耳的日本也跟隨時代的洪流而跟進，於1993年成立職業足球聯盟，日本足球職業化後，國際競賽成績與足球競技實力大幅提升，因此本研究目的先釐清日本足球職業化的發展背景與日本職業足球聯盟的運作與發展策略，最後以研究個案FC岐阜為對象剖析經營發展策略。 本研究以個案研究的方式結合經營策略三構面之學理，蒐集國內外中、英、日相關研究論文、期刊、文章、雜誌、報紙、網路上最新官方訊息等加以整理、歸納、解釋，並輔以訪談與觀察資料，據實呈現研究目的。本研究結果為：一、日本從足球傳入至今百餘年，其中經歷過學校教育、企業運動俱樂部、業餘全國足球聯賽與足球職業化風潮，並在國際賽失利的刺激下進而發展職業足球。二、日本職業足球聯盟透過政策、全民、組織、訓練及體制，將日本足球推向國際足球列強的地位。三、FC岐阜透過海外的網路事業連線，逐漸拓展其營運範疇、創造與累積其核心資源。

Soccer is the most popular sport in the world. It owns the largest TV broadcast population and the largest amount of sponsorship. Moreover, due to the tendency of professionalization of sports, European professional clubs take the lead and Asian follows. Japanese professional football clubs was established in 1993, since then, the performances were outstanding in many international competitions. The purpose of this study is to understand the background of Japanese professional football clubs and find out how they were operated. This study focuses on the case study of FC gifu and study their business strategies. This case study combined the three dimensions of business strategy, using secondary data analysis and Delphi method to approach our research problem. Conclusion: 1. Japanese football’s development through the education、sports clubs of Japanese companies、JSL and the professionalization of football, finally established Japan professional football league. 2. Japan professional football league strengthen their football by policy、entire population、organization、training and system. 3. FC gifu using business networks to strengthen their operations criteria and core resources.