資訊科技與休閒運動的結合，造就了體育運動的新產業——運動網站，而此一社會現象亦引發業者在網站經營管理上的問題。面對全球整體經濟不景氣，各行各業均面臨生存不易的問題，尤其國內的運動發展向來不很興盛，加上近幾年由網路產業帶動的新經濟風潮已迅速退燒，在如此衝擊之下，運動網站該如何適應生存，並在一片網路經濟泡沫化中異軍突起，還得仰賴行銷策略手法的巧妙運用。因此，本研究旨在探討運動網站的行銷策略，及策略性行銷在網站營運上的應用與幫助，採個案研究法，針對《SportsNT運動神網》作深入的個案探討，研究者以網站內部員工的身分，對個案進行親身參與觀察，同時在徵求公司同意的情形之下，應用相關的內部文件、蒐集可運用之檔案記錄，並採取訪談調查，蒐集相關研究資料，進行實證調查與SWOT分析。
　　研究得以下結論：《SportsNT運動神網》擁有大量豐富且極具深度與廣度的專業體育運動知識內容，是體育專業人員重要的資訊提供網站，但對一般大眾市場來說，內容過於嚴肅、生硬；而網站上所有的資源與功能服務，均為免費提供，無獲利管道，導致網站僅能靠經營團隊獨力支撐，財務來源將是一大隱憂。針對網際網路環境的改變，提供幾個未來的發展趨勢及方向作為參考，包括寬頻網路日漸普及，提供線上多媒體影音功能服務，在未來是必行的方向；運動網站跨足電子商務的發展，除了必須注意金流、物流、商流與資訊流之外，還須導入人流，瞭解客群，才是健全的電子商務模式；以及Web 2.0的熱潮延燒全球網路市場，未來各類網站的發展趨勢，都將以使用者為主導的網路服務掛帥。研究最後並針對《SportsNT運動神網》網站的行銷策略計畫，提出看法與建議。

　　The combination of IT and sports has brought a new sports industry – sports website. This phenomenon has also generates the issues of managing and operating a website. It not an easy task for business to survive in the slump of the global economy, especially when the sports market isn’t really a promising one compare to other domestic market. Marketing strategy will be the difference of life and death of a sports website in this competitive environment. The purpose of this study was to investigate how the marketing strategy can help and affect on operation of sports website. It’s a case study of “SportsNT”. Investigator was an employee of the organization, use participant observation. And had access to all the internal documents, files and records under the approval of the organization, followed by in-depth interview to perform SWOT analysis.
　　Which concludes: “SportsNT” contains enormous in depth sports information, which provides a great source for sports-relating industry. However it is not friendly enough for general public. All the resources and services on the website are free of charge. So it means financial will be a big issue for the managing team. In order to cope with the development of the internet environment, “SportsNT” should consider some of the followed advices. The pervasion of broadband makes multimedia essential for today’s Internet environment. For sports website who wants to add up E-commerce feature. A complete E-commerce pattern should consist of cash flow, logistic, business flow, information flow also the popularity of the site, knowing the needs of customers. The booming of Web 2.0, trend of all kinds of websites, will all leads to user oriented. At the end the paper also provides opinions and advices base on the marketing strategy plan of “SportsNT”.