摘 要
本個案係描述關於一家社會企業品牌創造的故事個案，品牌創造不一定是一個產品、公司、產業…，還包括無形的商品，甚至為社會企業，放眼所有的一切都是非常需要品牌的創造。而此個案故事的用意為何？對誰有幫助？具有什麼管理意涵？將藉由本個案進行分析。
本個案藉由發起人之一的電通行銷傳播集團（dentsu）旗下安浦菲（Amplifi）總經理王冠翔的故事，探討他是如何發起創建「國手匯」這個運動員的品牌加速器平臺的緣起與結合了商業模式的運作，在社會企業的品牌創造的過程裡所面臨的困難是如何克服的？以及品牌創造的過程所產生的價值與效益為何？
「國手匯」：一個運動員的品牌加速器。其品牌創造的成功關鍵因素有哪些？經本個案分析發現，「國手匯」品牌創造具備以下五項成功之關鍵因素：
第一、 專業度：冠翔與「國手匯」的選手群皆為各運動項目中的專業菁英運動員，專業度令人信服。
第二、 好感度：投資有賺有賠，投資運動穩賺不賠。現代人缺乏運動、迫切需要運動，「國手匯」是極具賺人好感的社會企業。
第三、 體貼度：根據各種體能狀況為消費者量身打造不同的練習方式。
第四、 黏著度：現在正夯的圈粉，「國手匯」專為協助選手們建立、組織紛絲團或網路社群，讓民眾與「國手匯」產生更多的黏著度。
第五、識別度：「國手匯」是臺灣首家將運動結合藝術與文化的社會企業。

Summary
What is the purpose of choosing this case？ Who will it help？ What management implications does it have？
This is a case about brand creation. Brand creation is not necessarily only the creation of a product, a company, or an industry； intangible products and even social enterprises can also be considered as brand creation.
This case uses the story of Wang Guanxiang (Sean), the general manager of Amplifi companies under Dentsu, one of the initiators, to explore how he initiated the creation of ATHELETE PLUS, a brand accelerator platform, as well as its business model, the challenges he faced and overcame, and the value and the benefits of this brand creation process.
ATHLETE PLUS： A brand accelerator for athletes. What are the key factors for the success of this brand creation？
By looking at the case story, the following five points are the key factors for its success：
First point, Professionalism： Sean and the athletes at ATHLETE PLUS are elite athletes in various sports, thus making them both professional and convincing.
Second point, Favorability： Investment always comes with both gains and losses, however, investing in your body is always a gain. The people of this era lack and need to exercise, which is why ATHLETE PLUS is a social enterprise that attracts the publics attention and gains its popularity.
Third point, Thoughtfulness： Different training methods are tailored for customers according to various physical conditions.
Fourth point, Adhesion： For the current fans, ATHLETE PLUS assists players in establishing and organizing social groups or online communities, so that the public can have more adhesion with ATHLETE PLUS.
Fifth point, Recognition： ATHLETE PLUS is the first social enterprise in Taiwan that combines sports with art and culture.

參考文獻
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