義聯集團企業的運動贊助對中華職棒營運影響之研究

A Study of EDA Group Corporate Sponsorship Effective in the Operation of the Chinese Professional Baseball League

陳文喜(Wen-His Chen)

《運動知識學報》 10期 (2013/07) Pp. 115-130

摘要

本研究之目的旨在探討義聯集團企業的運動贊助對中華職棒營運之影響，首先運用文獻探討蒐集資料，經由資料的整理、分析後，設定研究目的，並就研究目的進行歸納及討論，最後提出結論與建議。研究結果顯示：1.義聯集團企業成功塑造運動贊助的新模式，用心經營球隊，包括金錢、人力及物資的全方位運動贊助。2.職棒經營的核心就是要強化球隊的競爭力並提升比賽的精彩度。3.職棒管理的根基就是要視球員為資產並重視品格教育，治軍嚴謹，強力運動行銷。4.職棒永續發展的良方就是營造精彩歡樂氛圍，並向下扎根吸引球迷全家老少咸宜能夠賞心悅目的觀賞球賽。5.為杜絕球員打假球，改變只處罰違法的個人模式，而是正式解散義大犀牛隊，讓全體隊職員成為生命共同體，從根鏟除全體隊職員有任何不法的意念。

關鍵字

義聯集團企業 ； 運動贊助 ； 義大犀牛隊 ； 中華職業棒球聯盟

並列摘要

The main study is EDA group corporate sponsorship effective in the operation of the Chinese Professional Baseball League. First, using literature collected the data, than analysis, summarized and discussed, and finally conclusions and suggestions. The results showed that: (1) The EDA Group Corporate is established a new model of sports sponsorship, input money, manpower and supplies in full range of sports sponsorship. (2) The operation core is strength the competitiveness of the team to enhance the game great degree. (3) The management foundation is depending on the player as an asset and the importance of character education, rigorous and strong sports marketing. (4) The operation sustainable development is creative a wonderful happy atmosphere to under rooted attract the family of fans young and old alike pleasing view of the game. (5) Change the illegal individual mode to dissolution of the EDA Rhinos, let all staff of the team to become a community of life, from the root to eradicate all team officials lawless ideas.

並列關鍵字

the EDA Group ； Sponsorship ； EDA Rhinos ； the Chinese Professional Baseball League