運動產業是現今商機最大、成長最迅速、參與人數最多的產業之一，但在這樣充滿商機的發展下，運動產業充斥著違背倫理的行為。根據這樣的脈絡，本研究從最根本的運動概念開始探討，並且針對兩個運動產業代表對象(職業棒球以及奧林匹克競賽)，依據運動產業本身及運動產業參與者的特性，探討專屬於運動產業的倫理問題，這些主要的倫理問題包含有：一、過度重視勝利問題；二、與共生產業的問題；三、運動組織的問題；四、運動組織間之惡性競爭以及勞資問題。本研究認為運動產業所產生的這些倫理問題，解決方式並非使運動與商業切割，而需要以商業倫理價值來帶領運動產業，這之中包含重視社會責任、倫理地對待相關利害關係者、領導者重視倫理領導、建立倫理守則等，並且在國家法令、倫理教育的加強下，才能使運動產業發揮其價值與貢獻，並且朝向永續經營的方向。 Now, Sport Industry is one of the biggest business opportunities and the fastest growing industries. However, in business opportunities, sport industry is full of unethical behavior. According to this context, this study will discuss from the beginning the most fundamental concepts of sport, and focus on two representative objects of sport industry (Olympics Game and Global Professional Baseball), account the characteristics of sport industry itself and participants in sport industry, research the ethical problem of sport industry.These major ethical problems contain: 1. the problem of overemphasis on winning. 2. The problem of relative symbiosis industries. 3. the problem of corruption of sport industry organization. 4. The problem of vicious competition and labor issue. This study thinks the method to solve the problems is not to cut commercial action from sport but let business ethics lead the sport industry, such as strengthening social responsibility, treating stakeholder ethically, practicing ethical leadership, constructing the code of ethics. That will not only let sport industry produce its value and contribution but also be in the sustainable development.
