由於 Web2.0 的熱潮，全球開始流行起部落格。部落格增加的速度超乎想像，愈來愈多的網友藉由瀏覽部落格的產品使用評價來當作消費指南。許多企業已開始使用部落格當作與顧客溝通之平台。運動產業也開始嘗試經營部落格，舉凡運動賽會、運動明星、運動團隊等，紛紛成立部落格；而如何透過部落格達成目標，對於想要獲利的企業而言，是需要關注之議題；因此，欲提升部落格之經營效益，瞭解部落格的經營因素與特性實為重要。本文係以文獻分析的方式，透過分析國內外部落格文獻與書籍，來探討運動部落格經營之要素與現況發展。鑑於關於運動部落格之文獻僅佔少數，本研究將以國內外企業部落格文獻為基礎，歸納分析後融入研究者本身之觀點，進而提出運動部落格的經營因素，分述如下：低成本的部落格、多樣化的功能、良好的互動關係、客觀真實的內容、創新且感興趣的議題、資訊更新的即時性、善用影音媒體與圖片等，盼此研究結果能做為學術界與實務界之參考與應用。

The upsurge of Web2.0 technologies boosts the popularity of blogging. Blogging has grown exponentially on the Internet; more and more web users depend on blog product reviews as their consumer guide. Many corporations have started to use blog as a platform to communicate with customers. Sport industry also began to start on operates blogs. For example sports events, sports stars, sports teams. For those corporations who want to make a profit through blogging, how to make their blogging efforts take off is an important concern for them. Therefore, it is important to understand the factors and characteristics of blog management in order to enhance the efficiency of blogging. This article will study on the factors of managing sports blogs and the status of sports blogs development. Due to the few amount of sports blogs related document, this research will be based on local and international corporation’s blogs. After analyzing, summarizing and integrating the viewpoints of the researcher, it comes out with a few factors of blog management: low cost and inexpensive set up, multifunction, good interaction relationship, transparency of content, innovative and interesting topics, instant update of information, use of audio-visual media and pictures, etc. Hope that the result of this research can serve as a reference for the academia and practitioners.