Publication:

運動賽會結合文化創意產業策略之研究

本研究目的在瞭解運動賽會與文化創意產業內容、特性運用、共創價值結合方法及兩者結合策略。探討兩者內容、特性運用、共創價值結合方法與策略。運用德爾菲法，針對德爾菲專家小組成員進行反覆的問卷調查，所得資料以描述性統計呈現，並分析與討論。依據討論所得方法並進行兩者SWOT分析，提出結合策略。結論綜整如下：

（一）內容結合途徑有：1.賽會周邊活動、開、閉幕表演安排。2.吉祥物、標誌、獎牌、獎狀、獎盃、聖火火炬設計。3.賽會聖火傳遞路線規劃。4.賽會廣告製作。5.競賽場館、選手村、競賽會場的建築設計。6.運動明星作為賽會代言人，開發公仔。

（二）特性運用途徑有：1.吉祥物、標誌、賽會主題、獎盃、獎狀、獎牌、主題曲、聖火火炬與傳遞設計與規劃。2.與地方有淵源競賽項目及民俗體育。3.運動明星推行智慧財產權公益活動。4.賽會開、閉幕表演、聖火傳遞與點燃儀式、周邊活動為呈現創意的地方。

（三）共創價值途徑有：1.聖火路線傳遞規劃。2.賽會周邊活動運用。3.賽會吉祥物、標誌運用。4.科技、音樂、舞蹈運用。5.賽會場館賽後使用。6.地方居民擔任義工。

（四）兩者結合策略為：1.結合文化創意產業資源，豐富賽會活動。2.結合地方文化，凝聚居民意識，落實社區總體營造。3.結合各項景點，推出套裝旅遊行程，推展地方觀光。4.擷取文化特色，成為賽會識別系統。5.運用科技結合藝術，提供民眾不同體驗。6.運用賽會活動，延續地方文化，傳承與保留歷史。7.運用各種媒體管道與廣告，行銷宣傳運動賽會。8.開發相關商品，結合運動明星知名度，擴展運動商機。

The purpose of this study was to investigate the content of cultural creativity industry, characteristics, the strategy of the combination of value and method. The researcher discussed both of the content, characteristics, and the strategy of the combination of value and method. The Delphi method was adopted in this study, aimed to repetitive questionnaire investigate the Delphi expert crews and analyzed by descriptive statistics, and analyzed and discussed. Finally the research use SWOT analysis by discussion, and proposed combined strategy. Below was the conclusion:

1. The content combined with method: 1, the peripheral activities of a competition, the opening and closing ceremony; 2, mascot, symbol, medal, certification, trophy, and the design of torch; 3, the route planning of the competition torch; 4, the establishment of a competition advertisement; 5, competition hall, athlete dormitory, and the architecture design of stadium; 6, hired sport star as event spokesperson, and innovated toy idol.

2. The method of characteristics: 1, mascot, symbol, event theme, trophy, certification, medal, theme song, and the design and planning of the torch. 2, the competition and the folk physical education which related with the competition location. 3, sport star carry out the beneficial activity related with intelligence property. 4, the opening and closing and competition, the torch route and ignition ceremony, the creativity innovated by peripheral activities.

3. The methods of creating common value were: 1, the planning of torch route. 2, the perennial activities of event. 3, the use of mascot, symbol. 4, the use of technology, music and dance. 5, the use of stadium after the event. 6, residents play the role of volunteers.

4. The strategy of combination were: 1, the combination of cultural creativity industry resources, enrich the event activities. 2, combined with local culture, focusing resident’s consciousness, hence implementing community general construction. 3, combined with other sights, and design package tour, advertise local tourism. 4, extract event features and become the identification of event. 5, take advantage of the combination of technology and art, provides with an whole new experience. 6, take advantages of event activities, continue local cultural, and preserve history. 7, advertised by any channel of media, marketing the sport event. 8, developing related merchandise which combined with the sport star, hence expand the sport business opportunity.