設立已逾20年的大學運動管理教育在大環境的持續變遷下，應做相當的改革，以繼續面對挑戰。 臺灣的運動產業發展迥異於歐美先進國家，其就業不易，出路也有不同。在廣設大學的事實下，如何 引起學生的學習意願與動機，產生對運動產業就業的熱情，教師面臨相當的衝擊。本文建議運動管理 學界應師法企業經營品牌的決心，勇於跨出舒適圈，長期努力，積極創新，從新思考運動管理教育的 理念、定位、目標、教學^課程、就業輔導等，進而創造系的存在價值，以免於被淘汰的命運。

Because of the continuing changes of the external environment, undergraduate sport management programs in Taiwan have to decide how to reform to deal with the rising challenges. Different from Europe and the United States，it is not easy to find a job in Taiwan’s sport industry and its career path are also not similar. The over established universities in Taiwan have created difficulties for teachers to bring up the learning motive and willingness of the students. The article suggested sport management programs to follow the spirit of enterprises9 brand management and reconsider their founding idea, positioning, objective, teaching, curriculum, and job finding consultancy so to avoid the destiny of being eliminated.