企業甲級男女排球聯賽經營關鍵成功因素之研究

Abstract

本研究目的旨在探討企業甲級男女排球聯賽經營因素，建構未來經營管理的目標與策略。研究方法以立意取樣方式，以熟悉排球運動和運動管理的專家學者為研究對象共計9位。使用質化與量化混合研究進行，以文獻分析、專家訪談、修正式德爾菲法、準則相似群集法、DEMATEL與DANP方法，分析專家學者的意見。研究結果歸納企業甲級男女排球聯賽經營之關鍵構面為「企業加盟」、「聯盟經營」、「制度規章」、「資訊科技」與「場館經營」共5個構面，關鍵準則為「成立新企業球隊」、「門票販售」、「企業社會責任」、「行銷」、「商品開發」、「競賽章程」、「薪資」、「外籍選手」、「資訊系統」、「轉播品質」、「專業增能培力」、「賽會規格」、「交通接駁」與「國際交流」共14項準則。研究發現經營關鍵以「聯盟經營」為優先改善發展目標，其效果可以影響並提升其他另外4個因素，最終達到「企業加盟」為成功目標。「企業加盟」為構面權重第1，準則因素以「行銷」為權重第1，「賽會規格」為權重第2，重視企排行銷策略與方式搭配賽會規格的提升，將是聯賽經營成功的關鍵因素。最後，本研究結果能幫助企排營運單位建立經營策略，提供策略實施優先順序與目標，進而提升賽會規模，以朝卓越經營邁進。

This study aims to explore the Top Volleyball League (TVL) operating factors in Taiwan and construct the goals and strategies for future management. The research method adopts purposive sampling, and the research subjects are nine experts and scholars familiar with volleyball and sports management. A mixed-methods research is conducted, using literature analysis, expert interviews, modified Delphi method, similarity-based clustering for criteria, DEMATEL, and DANP methods to analyze the opinions of experts and scholars. The research results identify five dimensions of the operation of the TVL: “corporate chain,” “league operation,” “league regulation,” “information technology,” and “stadium operation.” The criteria are 14 items: “to create a new team,” “ticket sales,” “corporate social responsibility,” “marketing,” “product development,” “competition rules,” “salary,” “foreign players,” “information system,” “broadcast quality,” “professional empowerment training,” “competition specifications,” “transportation connection” and “international exchange.” The research finds that the priority for improvement and development is “league operation,” which can affect and enhance the other four dimensions and ultimately achieve the success goal of the “corporate chain.” “corporate chain” has the highest weight among the dimensions, establish operating strategies, and provides strategic implementation priorities and goals, the criteria “marketing” has the highest weight, followed by “competition specifications.” The research suggests that paying attention to the marketing strategy and method of TVL and matching it with the improvement of competition specifications are the key factors for the success of league operation. Finally, the research results can help the TVL operators establish operating strategies, provide strategic implementation priorities and goals, increase the scale of competition, and move towards excellent management.