寶島夢想家籃球隊7P行銷之研究

A study of the Formosa Dreamers Basketball Team with 7P Theory

朱家緯(Chu Chia-Wei)

指導教授 ： 林伯修

國立臺灣師範大學/運動與休閒學院/運動休閒與餐旅管理研究所/碩士(2022年)

https://doi.org/10.6345/NTNU202200362

摘要

本研究目的在於透過行銷學7P理論分析寶島夢想家籃球隊行銷理念與行銷策略。本研究採用文本分析法，蒐集東南亞職業籃球聯賽 (ASEAN basketball League, ABL) 發展概況、臺灣參加ABL之概況等資料進行文本分析，並採用半結構式深度訪談法，訪談彰化縣政府教育處體育設施科相關人員兩名及媒體從業人員一名。研究結果為寶島夢想家球隊透過與彰化在地的連結，藉由主客場制度及前往偏鄉社區進行兒童關懷活動、國中小學校園巡迴的籃球教學或是彰化在地美食、美景的介紹，形成種種與彰化在地的連結，培養出在地文化，使球隊扎根彰化。球隊藉由拍攝球隊宣傳影片或彰化在地宣傳影片，結合球隊與彰化共同行銷。縣政府是球隊背後最大的夥伴，透過球隊與縣政府之合作，互相宣傳、互相成長，雙方追求同樣的目標共同努力，為的不僅僅是彰化縣民，而是所有寶島夢想家的球迷。

關鍵字

東南亞職業籃球聯賽 ； 寶島夢想家 ； 行銷7P理論 ； 行銷策略

並列摘要

The purpose of this research is to analyze the marketing concept and marketing strategy of the Formosa Dreamers through the 7P theory of marketing. In this research, using the documentary-research method to collect the literature information of the development of the Southeast Asian Professional Basketball League (ASEAN Basketball League, ABL), and Taiwan’s participation in ABL, and a semi-structured interview also be used in this research, research objects including the officials of the Changhua Country government Department of Education, and media staffs. The research results show that the Formosa Dreamers has connected with Changhua through the home and away games, caring activities to the rural community, junior high and elementary school campus basketball tours, and introducing of local delicacies and beautiful sceneries of Changhua. This formed various bonds with Changhua's local areas and cultivated local culture, letting the team take root in Changhua. The team combined with Changhua for marketing by making team videos or Changhua promoting videos. The county government is the biggest partner with the team. They promote and grow together through the cooperation between the team and the county government. They have the same goals and work together not only for the residents of Changhua County, but also for all fans of the Formosa Dreamers.

並列關鍵字

ASEAN basketball League ； Formosa Dreamers ； 7P theory of marketing ； marketing strategy

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