HBL高中籃球聯賽行銷策略之研究

The Study of HBL Marketing Strategy

曾銀助(Yin-ZhuTseng) ； 屈生東(Sheng-Tung Chu) ； 李惠婷(Hui-Ting Lee) ； 劉安球(An-Chiu Liu)

《高應科大體育》 9期 (2010/11) Pp. 91-97

https://doi.org/10.29889/KUASPE.201011.0008

摘要

1987年教育部體育司規劃我國學校運動聯賽，邀集運動界學者專家集思廣益，並參考美、日等國運動聯賽制度，HBL因此孕育而生，於1988年正式開啟了高中籃球聯賽的序幕。HBL主要是透過籃球運動，促進校際間體育交流，積極推動運動風氣，藉由競賽促進學校體育正常發展，讓青年學子在求學生涯中能盡情揮灑，並以運動家精神，潛移默化教育著學生培育良好特質。企業贊助運動早已成為全球性之風潮，而企業與運動賽會承辦單位之間的關係則需要長期的經營與培養。高中體總為推展高中籃球聯賽，於1996與NIKE開始合作，共創「HBL」品牌的logo，並善用贊助資源，規劃全國校園3on 3籃球比賽，將HBL的影響力深入校園，在在都顯示企業贊助對於運動賽會推展效果之大。而NIKE與HBL合作的最主要的具體策略為：一、HBL品牌的行銷；二、推動「NIKE籃球希望工程」；三、全面推動校園籃球3 on 3活動，並配合高中體總志工制度的推行與HBL 籃球裁判與教練素質的提升，是HBL之所以成功的關鍵因素。高中體總因善用贊助資源，整合贊助與行政資源，NIKE也透過運動贊助發揮所長，提升企業知名度與形象，創造與同業的競爭優勢，良性循環達成的多贏效果，就是HBL永續經營的主要策略。

關鍵字

高中籃球聯賽 ； 行銷策略

並列摘要

The sports department of Ministry of Education planned the sport league matches of school of our country in 1987, invited the expert, scholar of sport circle, to absorb all the useful ideas, consulting such country's movement league matches systems as the United States and Japan, etc. HBL was arisen, opened the preludes of the basketball league matches of high school formally in 1988. HBL mainly moves through the basketball, sports is exchanged, actively promote the sport atmosphere among promoting Chinese Taipei School Sport Federation (CTSSF), promote the normal development of sports of the school with the contest, let young students can write freely and easily heartily in asking students the margin, and with sportsman's spirit, imperceptibly influence and foster the good speciality educating students. Enterprise support sport become global agitation already, but enterprise and sport match relation to know organizor need long-term management and cultivation. Always in order to promote the HBL by CTSSF, begin cooperation with NIKE in 1996 and create logo of the brand of HBL, make the best of and support resources, plan national campus 3 on 3 basketballs of match, deepen the influence power of HBL in the campus, showing enterprises will promote the result to be big to support and comparable to sport. And the main concrete tactics that NIKE and HBL cooperate are: 1. marketing of HBL brand; 2. promote the Hope Project of NIKE basketball; 3. promote campus basketball 3 on 3 activity in an all-round way, cooperate with CTSSF will implementation and HBL basketball referee and improvement, coach of quality, worker of system, it is HBL factor of key to success. Because CTSSF always makes the best of and supports resources, combine and support it with administrative resources, NIKE supports and gives play to the chief of institute through sports, improve enterprise's popularity and image, create it with the competition advantage of the same trade or business, the multi-win result reached in benign cycle, the main tactics that HBL manages continuously forever.

並列關鍵字

HBL ； marketing strategy