本研究以台灣運動賽事管理平台 XCeedSports 為個案，探討運動賽事產業數位轉型下的商業模式創新與平台策略。全球運動科技市場快速成長，然而運動賽事管理仍普遍存在「賽前、賽中、賽後」各用不同系統的碎片化問題，亟需整合性解決方案。
本研究採用質性取向的單一個案研究法，以創辦人兼研究者的參與觀察為主要資料來源，輔以內部文件、非正式訪談及外部產業報告進行交叉驗證，針對三個研究問題進行深入分析：（一）XCeedSports 商業模式從創立至今的設計邏輯與四階段演進軌跡；（二）如何以資源有限的新創之姿，透過平台策略解決冷啟動問題、培育網路效應並拓展國際市場；（三）AI 功能如何驅動商業模式的再創新。
研究發現，XCeedSports 的商業模式演進呈現從「聚焦式創新」到「複合式創新」的依序遞進路徑，三大產品線之間的互補性與鎖定效應構成核心護城河。平台冷啟動採取「自建供給側，以標桿客戶撬動需求側」的策略，網路效應呈現「階層式擴散」的獨特模式——從職業聯盟逐層向基層賽事滲透。AI 功能的導入實現了「服務民主化」，讓過去只有職業賽事才能負擔的專業服務下沉至基層賽事，同時開啟「訂閱基礎＋AI 加值」的混合營收模式。貫穿三個研究問題的核心邏輯是「數據增值」——商業模式打通數據流、平台策略擴大數據規模、AI 創新提升數據價值，三者相互強化形成整合性競爭優勢。
本研究對理論的貢獻包括：提出「階層式網路效應」與「跨國重置」兩個新概念延伸平台經濟理論，發現商業模式創新類型隨新創發展階段「依序遞進」的動態模式。在實務面，本研究歸納出「基礎建構→規模擴張→價值躍升」三層策略框架，為運動賽事產業經營者、SaaS 創業者及產業政策制定者提供具體可參考的行動建議。

This study examines the business model innovation and platform strategy of XCeedSports, a Taiwanese sports event management SaaS platform, within the context of digital transformation in the sports event industry. As the global sports technology market experiences rapid growth, the fragmentation of sports event management systems creates an urgent need for integrated solutions.
Employing a qualitative single-case study approach (Yin, 2018), this research utilizes participant observation by the founder-researcher as the primary data source, supplemented by internal documents, informal interviews, and external industry reports for triangulation. The study addresses three research questions: (1) the design logic and four-stage evolutionary trajectory of the business model; (2) how a resource-constrained startup leverages platform strategy to solve the cold-start problem, cultivate network effects, and expand internationally; and (3) how AI capabilities drive further business model innovation.
The findings reveal that the business model evolution follows a sequential progression from focused innovation to compound innovation, with complementarity and lock-in effects among its three product lines forming a core competitive moat. The cold-start strategy employs a build-supply-side-first approach, with network effects exhibiting a distinctive hierarchical diffusion pattern, penetrating from professional leagues downward to grassroots events. AI integration achieves service democratization, enabling professional-grade services to reach grassroots competitions while establishing a hybrid subscription-plus-AI-premium revenue model. The unifying logic is data value appreciation: business model design enables data flow, platform strategy expands data scale, and AI innovation enhances data value, creating a mutually reinforcing integrated competitive advantage.
This study contributes to theory by proposing two new concepts, hierarchical network effects and cross-border reset, extending platform economics theory, and identifying a dynamic pattern of business model innovation types progressing sequentially with startup development stages. For practice, it synthesizes a three-tier strategic framework for sports event industry operators, SaaS entrepreneurs, and industry policymakers.

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