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題名:職棒球團之行銷策略對其球迷參與滿意度影響之分析
書刊名:運動與遊憩研究
作者:黃蕙娟施致平 引用關係
作者(外文):Huang, Hui-chuanShih, Chih-pin
出版日期:2008
卷期:2:4
頁次:頁107-121
主題關鍵詞:球團行銷單位媒體公關策略The marketing department of professional baseball leaguePR strategy
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:46
  • 點閱點閱:74
棒球爲臺灣國球,發展最早也最具規模。職棒屬職業運動,亦爲運動核心產業之觀賞性服務業,發展尤需球迷的支持,其中運動行銷之經營與應用,更是爭取球迷與維持優勢之利器。因此,實有必要分析各球團之行銷策略,以瞭解具體作爲。本研究爲達瞭解職棒各球團之行銷策略現況與發展之目的與其對其球迷滿意度之影響,以中華職棒聯盟六支球隊爲研究範圍,透過深度訪談、問卷調查與相關文件分析等研究方法,獲知各球團行銷現況結果,並據之提出結論:一、職棒各球團行銷策略現況分析:(一)球隊以宣推部負責行銷,僅兄弟象與中信鯨略不同;(二)策略分析各球隊在兩構面無差異,然執行細項數與類型不同;(三)媒體公關策略因球團而略有差異;二、各球團行銷策略與球迷行銷滿意度關係:(一)職棒各球團之行銷策略的執行對球迷滿意度未達顯著差異;(二)職棒各球團之媒體公關策略對其球迷行銷滿意度確有其影響;(三)球團行銷策略的執行對球迷之整體滿意度確有其影響;(四)職棒各球團之球迷對行銷策略滿意度其他構面影響各有差異。期本研究得以提供球團行銷之實用資訊,並發揮拋磚引玉作用,開展體育運動產業學術研究領域之範疇。
Baseball is Taiwan's national ball sport, it is developed the earliest and biggest in scale among the domestic numerous exercises. Professional Baseball is a kind of professional exercise; it is also an ornamental service industry of core sport industry. Hence, development of professional exercise needs support and encouragement of the fan. However in accordance to the industrial characteristic, only the teams which utilize sport marketing management can win the fan's support effectively and maintain its competitive advantage. Therefore, it is important to analyze current marketing strategy establishment of each team in order to understand the requirement of customer exploitation. Taking this into consideration, the purpose of this research is to understand the current marketing strategy of each professional baseball team and to provide them suggestion for developing marketing strategy. We take six teams from Chinese Professional Baseball League as our range of study to investigate and conclude their current marketing situation. The methods of this study are the depth interview and the related document analysis. And gather information by questionnaire .The goal of our study is to provide practical information of marketing management for the teams through these results. We hope this research will attract other valuable ideas for the expansion of the athletic exercise and sport industry scholarly research domain.
期刊論文
1.黃煜(20000100)。剖析運動行銷之通路。國立臺灣體育學院學報,6,121-135。new window  延伸查詢new window
2.Zhang, J. J.、Pease, D. G.、Hui, S. C.、Michaud, T. J.(1995)。Variables affecting the spectator decision to attend NBA games。Sport Marketing Quarterly,4(4),29-39。  new window
3.韓國瑾(19980300)。公共關係策略在體育與運動組織中之應用。中華體育季刊,11(4)=44,1-8。new window  延伸查詢new window
4.Mawson, L. M.、Coan, E. E.(1994)。Marketing techniques used by NBA franchises to promote home game attendance。Sport Marketing Quarterly,3(1),37-45。  new window
5.Boyd, Thomas C.、Krehbiel, Timothy C.(1999)。The Effect of Promotion Timing on Major League Baseball Attendance。Sport Marketing Quarterly,8(4),23-34。  new window
6.Wakefield, K. L.(1995)。The Pervasive Effects of Social Influence on Sporting Event Attendance。Journal of Sport & Social Issues,19(4),335-351。  new window
7.McDonald, Mark、Rascher, Daniel(2000)。Does bat day make cents? The effect of promotions on the demand for Major League Baseball。Journal of Sport Management,14(1),8-27。  new window
8.葉公鼎(20010000)。論運動產業之範疇與分類。運動管理季刊,1,8-21。  延伸查詢new window
9.莊忠柱、陳天賜、姚為守(20040900)。職業棒球主場觀眾人數的影響因素之探討--以中華職棒聯盟為例。體育學報,37,163-175。new window  延伸查詢new window
10.Bhattacharya, C. B.、Rao, Hayagreeva、Glynn, Mary Ann(1995)。Understanding the bond of identification: An investigation of its correlates among art museum members。Journal of Marketing,59(4),46-57。  new window
學位論文
1.Lee, J. H.(2000)。Sport marketing strategies through the analysis of sport consumer behavior and factors influencing attendance(博士論文)。University of Minnesota。  new window
2.李家梵(2004)。中華職棒觀眾數預測模式之研究(碩士論文)。國立體育學院。  延伸查詢new window
3.呂政家(2005)。體育球隊球迷之消費行為研究--品牌權益之應用(碩士論文)。國立中興大學。  延伸查詢new window
4.張肇鐘(2006)。明星球員與球團特性對球隊態度、滿意度及忠誠度之影響--以中華職棒La New熊隊為例(碩士論文)。國立政治大學。  延伸查詢new window
5.余雅玲(2005)。台灣職棒球團主場經營之運動行銷策略之研究(碩士論文)。玄奘大學。  延伸查詢new window
6.鍾志強(1992)。職業棒球球迷俱樂部消費者行為之研究(碩士論文)。國立體育學院,桃園。  延伸查詢new window
7.張士哲(1994)。職業棒球市場區隔與球團形象定位之研究(碩士論文)。國立臺灣科技大學。  延伸查詢new window
8.李炳昭(1999)。台中地區高中學生運動鞋消費行為之研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
9.劉美稚(1999)。台灣職業棒球消費行為研究(碩士論文)。國立政治大學。  延伸查詢new window
10.林千源(1995)。兄弟象職業棒球隊消費者行為之研究(碩士論文)。國立師範大學,台北。  延伸查詢new window
11.盧淑姿(2000)。我國職業運動聯盟公共關係運作之研究(碩士論文)。國立體育學院。  延伸查詢new window
12.李淑玲(1993)。青少年傳播行為與對職棒球員形象及認同程度之研究--以台北市公立國中、高中學生為例(碩士論文)。國立體育學院。  延伸查詢new window
13.王沛泳(2001)。球迷參與行為及參與滿意度之影響因素:統一獅實証研究(碩士論文)。國立成功大學。  延伸查詢new window
圖書
1.程紹同、廖俊儒、方信淵、呂宏進(2003)。運動管理導論。臺北:華泰文化。  延伸查詢new window
2.施致平(2002)。第三十四屆世棒賽民眾參與之實證研究。臺北:漢文書局。  延伸查詢new window
3.邱金松(1999)。體育運動策略性行銷。臺北市:師大書苑有限公司。  延伸查詢new window
4.Pitts, B. G.、Stotlar, D. K.(1996)。Fundamentals of Sport Marketing。Morgantown, WV:Fitness Information Technology, Inc.。  new window
 
 
 
 
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