中華賽車會營運模式之研究

Abstract

本研究旨在深入探討中華賽車會的營運現況及模式，分析其優勢與不足，並提出改進建議，以促進台灣賽車運動與產業之發展。中華賽車會自創立之初即強調安全至上，雖已成為台灣國家賽車會，然而賽車運動仍未在大眾中普及。本研究運用質性研究方法，以營運模式畫布理論為架構，結合文件分析與深度訪談，探討中華賽車會的營運現況及模式，歸納出以下結論。中華賽車會的營運模式強調「價值核心」，包含國際接軌的賽車運動、高安全性、經濟性和專業性。其「外部需求核心」客戶群包括與賽車運動有關的個人、工商企業、專業人士及政府部門。營運通路則包括辦事處、活動現場、媒體、數位平台及加盟機構。客戶關係則透過多元溝通方式建立。在「內部供給核心」方面，中華賽車會的關鍵活動包括主辦賽事、培訓課程、頒發執照、賽事認證、產品認證及顧問服務。其關鍵資源涵蓋運動權力、場地、設備、專業人員和政府支持，合作夥伴包括國際賽車組織、場館經營者、賽事主辦方等。「財務核心」，收益包括執照費、報名費、政府補助等，成本結構則涵蓋人事、房租、辦公費及國際組織年費及活動執行費用等。

儘管中華賽車會的營運模式相對完整，但由於其非營利組織性質及缺乏商業元素，尚未發揮預期成效。因此，本研究提出以下改進建議。首先，建議引入企業化思維，提升品牌知名度和價值，並推動可持續經營觀念。其次，應擴大青少年賽車休閒活動市場，並鼓勵退休人士參與體驗賽車活動，以及吸引更多女性參與。建議定期舉辦教育培訓課程，包括線上課程，並開發易接受的休閒賽車活動。同時，應積極尋找品質優良的供應商，進行國際認證。考慮線上機制簽發入門級執照，調整服務收費，成立行銷部門並尋求非傳統產業的商業贊助。綜上所述，本研究透過深入剖析中華賽車會的營運模式，提出多項強化建議，以促進台灣賽車運動及相關產業的進一步發展。The Chinese Taipei Motor Sports Association (CTMSA) is a prominent advocate of motorsports in Taiwan. Initially focused on safety and as an amateur group, it evolved into a knowledge-driven entity. As a recognized National Sport Authority, it governs, promotes, and educates about motorsport. Despite being operational and financially stable post-COVID, there is still room for improvement. This study employs qualitative research using the Business Model Canvas framework, analyzing four orientations and nine modules. Results reveal that in the Value Pillar ，CTMSA Values the promotion of international, safe, economic, and professional motorsports. In the Demand Pillar ,the Customer Segments includes motorsport participants, businesses, professionals and government entities. Diverse Channels and Relationships facilitate engagement. In the Supply Pillar, the Key Activities include event organization, education, licensing, and consultancy. Key Resources involve international affiliations, circuits, equipment, experts, and government support. Key Partnerships with international federations, circuits, organizers, and others enhance the organization’s influence. In the Finance Pillar, Revenue comes from licensing, events, product homologation, consulting, sponsorships, and grants, with Costs in areas such as personnel, facilities, international affiliations and event organizing. Although the CTMSA's business model is comprehensive, its non-profit structure limits outcomes. The study proposes adopting commercial strategies, aligning with modern business values, expanding markets, encouraging diverse participation, enhancing training, and fostering commercial partnerships to elevate brand value and broaden impact.