台灣近年來路跑活動盛行，加上科技進步，企業的行銷活動已逐漸走向虛實整合的型態，同時利用線上的官方平台與實體活動經營客群，故研究者希望可以了解運動產業中的運動用品製造業者的行銷策略。 本研究的研究問題為：「企業如何運用實體活動和官方網路平台經營客群？」 此研究問題又可以再拆解成兩個面向： 1. 企業2014年度如何運用實體活動及官方網路平台方法經營客群？ 2. 企業如何運用實體活動及網路官方平台舉辦單一行銷活動？ 本研究採用個案研究法，研究個案為Nike、Adidas、New Balance及Mizuno四家企業，而本研究的結論分為： 1. 運動用品產業之業者透過虛擬官方平台及實體活動，已跨越傳統運動產業區隔，提供消費者更全面的運動服務； 2. 依據虛擬平台的使用程度及實體活動的規模，可以歸納出四種不同的模型的系列行銷活動； 3. 受喜愛程度較低的企業需要以大型的實體活動為主，且年度策略應鎖定固定的族群； 4. 受喜愛程度較高的企業可以增加虛擬官方平台及社群的經營，但仍需和其他企業鎖定不同的目標對象。

在這個運動產業相當興盛的時代，隨著資訊流通急遽，運動員所擁有的形象價值在商業上亦水漲船高，也因此，形象相關的侵權事件以及各種樣態不斷的出現，如何對於個人形象權利進行充足之保護則成為相當重要的議題；本文透過文獻分析法，搜集國內外關於美國法上所發展出之形象權(Right of Publicity)法制的文獻，詳盡地介紹美國形象權的發展現況，包含：歷史緣由、主客體問題、構成要件以及法律效果，再進而針對運動產業中的形象權案例，以個案探討之方式呈現運動事件中形象權的實務操作，最後將視野拉回我國現今法制狀況，在仍以民法中關於人格權之規定，解決此種具有財產權色彩的權利問題之情況下，本文透過比較我國各法與形象權法保護內容上之差異，來凸顯我國法制保護上之不充足，並且提供我國實務可修正之方向，做為未來建構我國實務的依據，並且在未來能進一步做為制定專法的參考資料，以給予運動員在形象權利上更完整的保護。

在運動產業逐漸興起的現代，如何評比球隊或運動員的表現好壞，似乎成了現在新興的熱門話題。經濟學上用來評估一家廠商的生產績效優劣，常用的是生產效率分析，生產活動偏離生產邊界的程度代表不效率高低。而球隊比賽的過程就像廠商生產的過程，運用各種投入得到產出。在籃球比賽中，比賽的投入可為球隊的各種技術統計，例如：投籃命中率、抄截、火鍋…等等，產出則是比賽的得分數。因此，在本篇文章中，我們利用經濟學中的生產效率分析來分析球隊的表現優劣，即評估各球隊發揮其潛能的程度。 評估生產效率的模型有很多，由於比賽的性質，有時候統計誤差、運氣也佔了很重要的部份，所以在選擇模型時，選的是隨機邊界效率分析模型（Stochastic Frontier Approach, SFA），除了利用隨機邊界分析模型分析球隊的生產效率，也利用預估的效率值來預測比賽結果排名，並與一般常用來預測結果的模型PROBIT MODEL做比較。我們利用大陸男子甲A籃球聯賽2003-2004和2004-2005賽季作為實證樣本，發現隨機邊界分析模型不只可以用來評估效率，在預測比賽結果排名上，隨機邊界分析模型預測能力則與PROBIT MODEL沒有顯著統計性的差異。 關鍵字：生產效率、隨機邊界分析法、運動產業 / Today, sports industry is getting popular, and how to evaluate the performance of sports teams or players seems also to be a newly hot interesting topic. In economics, production efficiency is often applied to evaluate a firm’s production performance. The inefficiency of a production activity is measured as its deviation from the production frontier. The process of a sport game is similar to a firm’s production process, which transforming various inputs into output(s). For basketball games, inputs can be the various technical statistics, such as field goal rate, steals, blacks, assistant attack, etc. Output(s) can be the scores of the teams got. Therefore, in this paper we use the production efficiency to gauge the performance of sports teams. There are many models measuring production efficiency. In this paper we choose the Stochastic Frontier Approach (SFA) to evaluate the sport team’s efficiency on account of the white noises which exist in the sport game obviously. We also use estimated efficiency scores to predict the outcome ranking of teams, and compare it to that of the PROBIT MODEL which is usually used to predict the outcome of a game. The sample we used are the results of the CBA men’s regular season and playoff season, and we found that the SFA is not only to evaluate efficiency but also can predict the outcome of competition, and its prediction ability is not significantly statistically different to that of PROBIT MODEL. Keywords: Production Efficiency, Stochastic Frontier Approach, Sports Industry

本論文旨在探討台灣運動節目性別偏差之成因，從運動產業複合體運作過程的角度切入，了解運動產業中資本流動對於節目性別偏差的影響為何。本論文主要有兩個研究問題：（一）了解台灣的運動產業複合體的運作情況；（二）台灣的運動產業複合體架構對運動節目性別偏差之影響。本論文所採用的研究方法為深度訪談法，來了解運動產業複合體三者（運動組織－媒體組織－企業組織）之間的互動關係，針對性別偏差的部分則是以文本分析為主、深度訪談為輔。 　本論文以SBL及WSBL為研究案例。研究結果發現，台灣運動產業複合體的運作邏輯，大致符合西方文獻中所述的運動與資本的關係，三者間的資金流動造成其相互依賴；而性別偏差的部分，從量與質兩大面向的分析結果，發現台灣運動轉播節目確實有性別偏差的現象，且造成此一現象的原因，是因為運動產業三者間存有「群眾≒利潤」的思考邏輯，使得運動組織、媒體組織、企業組織皆以男籃為主、忽視女籃，而形成了節目偏異的結果。 / This paper purposes to discuss the reasons of the gender disproportion of the sports programs in Taiwan. The main direction of this paper is the sport/industry complex, and this paper tried to understand how the capital circulating in the complex effects the gender disproportion of sports programs. The two main questions include: (1) How the Taiwan sport/industry complex works? (2) How the framework of Taiwan sport/industry complex influences the gender disproportion of sports programs? I used the method of in-depth interviewing to find out the relationship within the three parts of sport/industry complex (sport organizations-media organizations-enterprise organizations). Text analysis is the major method to analyze the gender deviation, and the secondary method is in-depth interviewing. 　The study cases are SBL and WSBL in this paper. The result reveals that the logic of working sport/industry complex approximately conforms with the relationship of sport and capital described in the west literature. From two directions of quality and quantity, the observing results show that there is gender disproportion in Taiwan sport programs. More important, the logic “audience≒profit” within the three kinds of organizations is the reason of gender deviation. It also makes the sport, media, enterprise organizations put their resources on the male basketball games and ignore the female basketball games. Therefore, the gender disproportion in the Taiwan sport programs forms.

在全球化時代下，運動員遷移成為運動全球化下常見的行為之一。然而，近年來，許多職業運動員不僅只於工作場所上的遷移，而基於各種不同的動機和原因，選擇轉換國籍，拋棄原有的國家，成為歸化球員，許多國家也為了強化國家隊而主動去招募歸化球員。台灣分別在2011年和2013年分別招募了足球員陳昌源和籃球員戴維斯，不論是從戰績還是產業面來看，都被認為是相當成功的招募，本研究以三種研究方法來理解歸化球員在不同面向上帶來的效應。本研究發現，雖然不是唯一的因素，但只要能幫助球隊提升戰績以及有好的表現，歸化球員通常會帶來不錯的產業和技術效應；而在國族論述上，本研究發現，歸化球員在媒體再現上會歷經一段歷程，從原本的洋將，到認同測驗，再到愛國心表露，當被確認愛國心和有優異的表現，歸化球員就會成為媒體在國際情勢或是宣揚台灣美好的新角度。 / The globalization of sports has resulted in increasing labor migration across countries and continents. Recent years, many athletes choose to be naturalized base on different reasons, and many countries also recruite naturalized athletes to enhance the performance of national team. In 2011 and 2013，Taiwan recuited football athlete Xavier Chen and basketball athlete Quincy Spencer Davis III, and they bringed not only good result from international competition but positive influence on economic level. This research found out that if naturalized athletes can help national team become better and also have good personal performance, they can bring positive economic and skill influence. And this research found out the media representation on naturalized athletes has a unique context, from the beginning, media represent the naturalized athletes as foreign players, then after positive result from team and personal performance, media will giva a loyalty and familiarity trials and use their patriotic speech to strengthen the nationalism.

環顧國內，整體運動產業之發展，雖有稱作是運動休閒服務之產業，但大多都是傳統的商品販售模式，而非以價值交換為主的服務模式；而近年來在國內各項個人運動隨著穿戴式裝置開始風行之後，無論是慢跑、單車、三鐵等都非常盛行，也連帶著促進了整個運動產業的蓬勃發展。此外，團體球類運動一直以來都相當的風行，而且特別是當國家代表隊於國際賽事上有重大表現時，就會成為全民熱烈討論之話題，也往往會帶起一陣運動消費風氣；由此可見運動實為一個國家展現其國力的重要指標之一，但我國運動產業之發展卻不如歐美興盛。 本論文研究將專注在團體球類運動的服務設計，透過解決「如何讓團體球類運動者與其利害關係人，能夠更有效且便利的保存屬於他們的回憶。」這樣的設計問題，以達成顧客價值共創的系統與服務設計思維，分析其利害關係人、探索利害關係人可能之洞見、辨識系統中之可操作性資源、觀察其互動模式，藉此得出利害關係人之深入觀點，並進行解決方案之設計。 最終得到一個可營運的商業模式，並且可以在未來發展成為一個完整的運動產業生態系統，促進全民健康、提升運動技能、掀起全民運動之風潮；並且讓我國運動產業之發展，能夠追上世界各個已開發國家之運動產業水準。 / In Taiwan, although government defines “what is leisure sports service industry”, but these companies are all with traditional goods-dominate logic business models, not value-exchange service busiess models. These years, personal sport like Jogging, Marathon, Cycling, and Triathlon become very popular in Taiwan because of some modern wearable technology, also improving sports industry development. Team ballgame sports are always a hot topic and bring a shopping rise when our national teams play at international games. This implies that sport can be regarded as a key performance indicator for a country, but our sports industry development is not good as that of United States and Europe. This thesis focuses on team ballgame sports service design, trying to resolve the design challenge of “how to retain the memories of team ballgame players and their stakeholder’s with a more efficient and more convenient way”, in order to achieve customer value co-creative goal through system and service design thinking. Analyze stakeholders, explore stakeholders’ possible insights, identify system operant resources, and oberserve interactions to find out stakeholders’ Point-of-View, and then create the design solution. Throuth these processes, we will build up a feasible business model, and create a sports industry ecosystem in the future. This will improve people’s health, sport skills, and raise sport excerise trend to improve Taiwan’s sports industry development catching up world’s developed country.