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題名:我國職業運動聯盟營運架構與策略之探討
書刊名:國立臺灣體育學院學報
作者:黃煜 引用關係林房儹 引用關係
出版日期:2001
卷期:8
頁次:頁29-51
主題關鍵詞:職業運動聯盟卡特爾代理關係Professional sports leagueCartelAgency theory
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(5) 博士論文(0) 專書(0) 專書論文(0)
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  • 點閱點閱:29
     我國職業運動之發展曾經歷了一段極為風光的歲月,然而曾幾何時球迷們卻選擇黯然的遠離球場,這是相當值得探討的嚴肅課題。為分析我國職業運動聯盟組織架構與其營運策略,本研究首先探討國外職業運動產業發展,因為他山之石可以攻錯,借鏡他人或可啟發一線生機。六○年代以後,多數學者開始從經濟學的角度研究職業運動的營運問題,職業運動已被當成正規「事業」在經營。其中,職業運動聯盟的產業結構亦是討論的重要議題之一。相關研究指出,職業運動聯盟的產業結構是屬於寡佔型態,更有許多學者指出職業運動聯盟的運作型態有如卡特爾(Cartel)。所以,職業運動聯盟的產業架構與多數產業不盡相同,連帶地使其營運模式有特殊性,許多美國職業運動聯明的制度訂定與運作情形卻充滿了卡特爾精神。此外,學者也提出代理關係說明職業運聯盟對於財務資源分配機制與各球團營運之間的關係,而國內目前少有針對這些理論在職業運動聯盟經營應用之探討。因此,本文之主要目的在於透過卡特爾理論與代理經紀理論探討職業運動聯盟的營運架構,並配合美國職業運動聯明運作現況作實例說明,以提出適合國內職業運動聯盟經營型態的建議。最後根據美國四大職業運動聯明與國內職業運動聯明的制度相較之下,本研究建議我國職業運動聯明組織架構與營遲策略作如下之調整:(1)選透制度化,(2)球團主場化,(3)電視轉播權統一化,(4)薪資合理化,(5)入盟條件化,(6)資源分配合理化,與(7)行政事權系統化。
     Before game-fixing scandal of the professional baseball in Taiwan was revealed, professional baseball enjoyed a remarkable success among this island. The gambling scandal with involvement of organized crime, plus the inter-league competition, led to the rapidly decline in attendance number and destroy of game integrity. Such negative incidents raised public discussions consistently. To analyze the governance structure and management strategy of the professional team sports, the first part of this study was to investigate the developmental policy and governance structure of professional team sports in the United States, which results of this investigation is used a model to build a well organized professional sports league in Taiwan. Many academic scholars studied managerial issues of professional sports from economic perspectives since 1960. management of professional sports was viewed as a normal business. One of the rising topics is the market structure of the professional team sports. A study indicates that market structure of the professional sports league was classified as oligoploy. More researches show that the professional sports league was seen as a cartel. This particular market structure differs from most of other industries so that the management model is unique. Regulations and operations of professional sports leagues are closely related to a cartel organization. Additionally, agency relationship is used to explain relationship between league and sports franchises and mechanism of distributing financial resources to sports franchises. As far, not many researches discuss the application of these theories to management of professional team sports. Therefore, the second part of the study was to provide proper recommendations for developing a sound structure of the professional sports league by examining the application of cartel theory and agency theory. In comparing with governance structure of four major sports leagues in U.S., this study provided several suggestions related to managerial strategy and governance structure: (1)regulation of amateur draft, (2)locations of franchise's territory, (3)centralization of sales of broadcasting rights, (4)controlling mechanisms of player costs, (5)restrictions of franchise expansion, (6)proper rules of resource allocation, and (7)decision making based on merits of the league, rather than any individual sports franchise.
期刊論文
1.Atkinson, S. E.、Stanley, L. R.、Tschirhart, J.(1988)。Revenue sharing as an incentive in an agency problem: an example from the National Football League。RAND Journal of Economics,19(1),27-43。  new window
2.Mason, D. S.(1997)。Revenue sharing and agency problems in professional team sport: The case of the National Football League。Journal of Sport Management,11(3),203-222。  new window
3.Worsnop, R. L.(1995)。The business of sports。Congressional Quarterly Research,5(6),121-144。  new window
4.Brockinton, L.(20001106)。League's TV deals all over the world map。Sports Business Journal,3(29),1-59。  new window
5.Hansen, H.(1989)。Factors affecting attendance at professional sport events。Journal of sport management,3(1),15-32。  new window
6.Krause, K. M.(1997)。Regulating the baseball cartel: A reassessment of the National Commission, Judge Landis and the anti-trust exemption。The International Journal of the History of Sport,14(1),55-77。  new window
7.Lambardo, J.(20000131)。Inside the NFL salary cap。Sports Business Journal,2(41),26。  new window
8.Mullen, L.(20000131)。Inside the NBA salary cap。Sports Business Journal,2(41),28。  new window
9.Ozanian, M. K.(19920707)。FW's valuation scoreboard。Financial World,161(4),44-45。  new window
圖書
1.Sheehan, R. G.(1996)。Keeping score: The economics of big-time sports。South Bend, IN:Diamond Communications, Inc.。  new window
2.Staudohar, P. D.(1989)。The sports industry and collect bargaining。Ithaca, NY:ILR Press。  new window
3.Weiler, P. C.、Roberts, G. R.(1993)。1993 statutory and documentary supplement to cases, materials and problems on sports and the law。West publishing Co.。  new window
4.葉日武(1999)。財務管理。台北:前程企管。  延伸查詢new window
5.Carlton, D. W.、Perloff, J. M.(1994)。Modern Industrial Organization。Harper Collins Publishers。  new window
6.Fleisher, A. A.、Goff, B. L.、Tollison, R. D.(1992)。The national collegiate athletic association: A study of cartel behavior。Chicago:The University of Chicago Press。  new window
7.Gorman, J.、Calhoun, K.、Rozin, S.(1994)。The name of the game: The business of sports。NY:John Wiley & Sons。  new window
8.Greenberg, M. J.(1993)。Sports law practice。Charlottesville, Virginia:The Michie Company。  new window
9.Scully, G. W.(1989)。The business of major league baseball。Chicago:The University of Chicago Press。  new window
10.Cooke, Andrew、陳秋玫(1999)。休閒與運動經濟學。臺北:五南。  延伸查詢new window
11.Markham, J. W.、Teplitz, P. V.(1981)。Baseball economics and public policy。Washington, DC:Lexington Books。  new window
12.Quirk, J.、Fort, R. D.(1992)。Pay dirt: The business of professional team sports。Princeton University Press。  new window
13.張清溪、許嘉棟、劉鶯釧、吳聰敏(1995)。經濟學:理論與實際。臺北:翰蘆圖書出版有限公司。  延伸查詢new window
其他
1.Associated Press(20000911)。Timberwolves violated salary cap rules,http://espn.go.com/nba/news/2000/091l/737050.html。  new window
2.Dodd, M.(19962227)。Four-year struggle ends。  new window
圖書論文
1.Davis, L. E.(1974)。Self-regulation in baseball。Government and the sports business。Washington, DC:Brookings。  new window
 
 
 
 
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