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題名：高雄市成功申辦世界運動會策略分析之研究－Porter五力分析法之驗證
作者：鄭勵君 引用關係
作者(外文)：Lih-Jiun Jeng
校院名稱：國立體育學院
系所名稱：體育研究所
指導教授：邱金松
林偉立
學位類別：博士
出版日期：2007
主題關鍵詞：競爭優勢；國際世界運動會協會；國際大型運動賽會；International World Games Association；IWGA；Competitive Advantage.；International large-scale games and events
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從1990年起，我國前後申辦過兩次亞運(1998, 2002)、兩次世界大學運動會(2001, 2007)、一次東亞運(2009)，都因為我們準備不足、缺乏有效申辦策略或遭到中共政治干預和打壓，而功敗垂成。如今終於成功申辦2009年世界運動會，研究者嘗試突破傳統學術論著，以Porter五力分析策略為基本架構，融入個人申辦世界運動會的策略經營實戰經驗提出觀點，重新闡釋其策略，輔之以實際成功申辦2009年世界運動會為例證，提出結論讓後人能即時運用，並期望給予有關機關另一申辦策略參考的建議。
一、慎選申辦的國際賽會：若能選擇宜選擇對我比較友善的國際運動組織申辦、選擇我有能力遊說的賽會、選擇現有運動場館設施條件能夠承辦的賽會和政治與群眾的支持等。
二、慎選申辦城市：申辦城市的團隊是否堅強？首長是否支持？將是決定成功與否的主要因素，故申辦城市的決定，最好透過專家學者進行初步評估，將申辦團隊、成員的條件，做一客觀的檢視，或比照奧運會的申辦模式，組成委員會，由申辦城市提出申辦書初評後再由中央組成訪視小組進行複評。
三、中央與地方應緊密合作：中央相關單位人員瞭解並掌握世界局勢，考慮台灣國際地位處境艱難，又申辦工作千頭萬緒，決定我國申辦最有力的賽會後，支持並協助地方有意願之城市，大家通力合作，一定會有出人意料的成果展現。
四、世界運動會主辦城市申辦策略模式：提出該城市的意願與概況說明(包含城市建設、政治、經濟、交通、場館環境、社會文化等)，充分瞭解世界運動會相關權利與義務規定，
並詳實回答IWGA所提之城市問卷，以取得爭辦之權利。
另申辦策略五力分析的應用重點工作應包括：
一、瞭解國際賽會的組織(供應商)與特性。
二、申辦國家與城市(客戶)的組織與特性。
三、瞭解過去成功申辦國家及城市(替代品或服務)的申辦條件及策略。
四、積極了解新加入者的威脅。
五、尋求現有廠商(各縣市政府及人員)的支持與協助。
本研究有如下建議：
一、城市申辦書的擬定專業化。
二、申辦過程主動積極但宜保持低調。
三、申辦團隊的各項能力應是一流的。
四、平日由專人做好國際關係。
Since 1990, Taiwan had failed applying for hosting two-time Asia Games (1998, 2002), two-time World College Games (2001, 2007) and once East-Asia Games (2009) because of insufficient preparation, lacking strategic planning, and/or political interfering by PROC. Finally, Taiwan successfully accepted the admission in hosting the 2009 World Games. Author of this thesis was one of the committee members who planned and realized the entire successful procedure of applying for the 2009 World Games. Accordingly, the author attempts to use this extraordinary experience with the Porter’s Competitive Strategy to re-investigate this successful event in order to establish a standard procedure for Taiwan in applying for future World-class Games. Result of this study provides profound information for the administrative reference and usage for strategic planning as follows:
1.Carefully selecting the World-class Games: Decision for making selection of the Games can be based on choosing the Games Organizations which are friendly to our country, choosing the Games events with which we can negotiate, and choosing the Games with which the current sport facilities can fit in and our people can be very much involved.
2.Carefully selecting the hosting city: The major factors of successful application for hosting the Games highly depend on if the applicant city could perform a strong teamwork as well as if the mayor of the applicant city would be willing to support this event or not. Therefore, it would be better have a preliminary evaluation for selection of the applicant city by a group of experts and scholars or by a review committee following the Olympic application procedure. After this preliminary evaluating, the applicant city should provide a proposal for Central Government’s review and accept a re-examination by the Central Government.
3.Closely cooperating between both the Central Government and the local governments: The Department of Physical Education (DPE) of the Central Government is the highest administrative office which is in charge of the application for hosting the World-class Games for our country. Accordingly, the local governments which would like to apply for being the hosting city of the future World-class Games shall cooperate closely with DPE in order to win victory of hosting the Games.
4.Well establishing the applying procedure for the World Games: The applicant city should provide its willingness and latest information (including city’s activities in development, politics, economy, transportation, sport facilities, and culture, etc.), and should realize the rights and obligations for hosting the World Games. Moreover, it should answer the IWGA questionnaires in details in order to become the candidate for the hosting.
In addition, while employing the Five Forces Analysis, the following factors should be considered to the strategies of applying for the future international game events:
1.fully understanding both structures and characteristics of specific International Sport Organizations (suppliers),
2.both structures and characteristics of applicant country and city (customers),
3.realizing the successful statuses and strategies of the host countries and cities in the past (substitutes),
4.positively figuring out the threats of new entrants, and
5.seeking the support and assistance from the local governments.
This research suggests as follows:
1.the proposal of applicant city should be regulated,
2.the process of the application should be positive but low-profile,
3.the teamwork of the application should be first-class, and
4.there must be a specific group of personnel working on excellent public relationship internationally.
Key words: International large-scale games and events, International World Games Association , IWGA, Competitive Advantage
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