大型運動賽會行銷主管職能之研究

Abstract

個人的能力、專業技術及工作內容特性三者是否相得益彰，為組織成功的要素，所以員工是否適才適所，以及確立其工作職能將變得重要 (Malikeh, 2011) ，因此本研究旨在瞭解大型運動賽會行銷主管的工作內容、職能需求，並進一步探討各項工作內容與職能間的關係，以及影響管理職能的因素，運用半結構式訪談法，以企業界、行政界及學術界專家為研究對象，共訪問十位專家學者，並以紮根理論研究法進行編碼分析。本研究的結果及結論如下： 一、大型運動賽會行銷主管的工作內容主要集中在選擇及籌備階段。 二、大型運動賽會行銷主管在專業職能部分需具備三大主要職能，九項次要職能，以及二十項職能表現 ； 核心職能的部分，則需具備六大主要職能，十九項次要職能，以及四十一項職能表現 ； 最後一般職能則需具備兩大主要職能，兩項次要職能，以及三項職能表現。 三、所有職能構面中，以溝通職能最為重要，另外，部分職能構面並非獨立存在，而與其它構面間具有某種程度的關係，其中以「溝通」職能與其它職能的關係最密切。 四、影響職能的因素有四，分別為組織、管理階層、決策者及運動賽會的因素。 基於上述，建議大型運動賽會組織在進行人力甄選時，可以多著重於考核應徵者的溝通職能，另外，學校教育應重視大型運動賽會人才的培育。而針對未來研究，建議驗證工作內容與職能構面的關係，並建立大型運動賽會行銷主管的職能量表。Whether individual’s competencies, functional skills and working traits are complementary, that’s a successful factor of organization, so ensured that staff’ competencies fit their position and constructed their competencies becoming more important (Malikeh, 2011) . Therefore, the purposes of this study was to explore mega sport event market manager’s working contents, what competencies should have and further explored the relationship between each working content and competencies. Also, explored what factors may affect competencies. The approach of this study was semi-structured interviews, based on enterprises, administration of the republic and scholar experts. There were ten participants on this study. And analyzed by using the grounded theory. The results and conclusions of this study are as follows: The working contents of mega sport event market manager concentrated in selection and preparation phase. In functional competencies, the mega sport event marketer needs three main competencies, nine sub- competencies and twenty competencies performance ; In core competencies, the mega sport event marketer needs six main competencies, nineteen sub- competencies and forty-one competencies performance ; In general competencies, the mega sport event market manager needs two main competencies, two sub- competencies and three competencies performance. All of the competencies, communication is most important competency. In addition, the research find that some competencies were not independent exist, but had some degrees of relevance with other competencies, in which communication had highest relevance with other competencies. There were four factors affect competencies, including organizational factors, level of position, decision-makers and sports event. Based on above, suggested that organization of mega sport event can focuse on testing applicant’s communication when have selecting. Otherwise, schools should pay attention to cultivate mega sport event talents. And for future research, suggested that verify the relevance between working content and competencies. Also, the last research may build compentency questionnaire of mega sport event market manager.