大專籃球隊之行銷模式個案研究－以國立臺灣師範大學公開男一級籃球隊為例

運動行銷盛行於全球各地，各種運動項目皆可看見運動行銷的進駐，並且手法越來越多樣。國內籃球運動風氣十分盛行，各層級籃球聯賽舉辦也已行之有年，尤其在高中階段更是國內最受歡迎的賽事，透過主辦單位與運動贊助廠商及其他企業的支持，其經營與行銷模式已有一定規模，而我國大專籃球隊伍則是在近年開始有球隊行銷的概念出現。目的：為瞭解大專籃球隊伍之球隊行銷概況，本研究以國立臺灣師範大學男子籃球隊為研究對象，探討其球隊行銷的模式，藉由其經營內涵整理出行銷策略，期盼能提供給未來有意發展球隊行銷之團隊參考。方法：研究者本身為國立臺灣師範大學男子籃球隊成員之一，透過參與觀察法，融入臺師大籃球隊之中，並使用半結構式訪談法，訪談球隊相關人員，瞭解臺師大籃球隊經營模式，透過分析、整理之後，建構出第一手珍貴資料，以呈現出其球隊行銷方模式，以供國內籃球相關人士參考。結果：從研究結果獲得，臺師大籃球隊建構行銷模式：1.球隊行銷模式建立2.主場氣氛的營造3.球隊周邊商品4.球隊紀錄冊5.公共關係的建立。然而，球隊經營如能更加重視行銷這一環節，將自身球隊理念與正面形象推廣於各地，能夠獲得更多民眾的認同，也幫助球隊的運行。建議：以下提出幾點行銷策略供相關單位作參考：1.成立行銷工作小組，策畫行銷策略2.結合公共媒體，創造團隊產值3.重視公共關係的維持，如參加公益活動或是舉辦籃球夏令營4.激起校內師生、校友的注意與愛校心，進而增加校隊的人氣5.製作球隊周邊商品，塑造球星光彩，提升球隊魅力6.拍攝球隊紀錄片7.建立團隊專屬網站，分享球隊相關資訊，增加與球迷之間的互動。除此之外，也建議相關行政單位應當協助球隊與企業的媒合，讓運動的正面形象深植人心，提升國內運動風氣。

關鍵字

大專籃球；經營管理；運動行銷

並列摘要

In recent years, sports-marketing has become increasingly popular globally and methods have become progressively diverse. Basketball has become exceptionally popular in Taiwan, where basketball tournaments have been organized for many years for every age group and level, the most popular being high school basketball. Through organizers, sponsors and local businesses’ support, the business and marketing model has already been set to a certain extent. Taiwanese universities have also begun to embrace the concept of marketing as a way to promote the team. Objective: In order to understand Taiwanese university basketball teams’ methods of marketing, this papers’ research will be based on National Taiwan Normal University’s (NTNU) division one basketball team, and will discuss the team’s marketing model; furthermore, by creating a marketing strategy by the organization and processing of content, the researcher hopes to provide relevant information and useful references for future teams who are interested in further developing the marketing of their teams. Method: Through participation and observation as well as assimilation by means of being a staff member of National Taiwan Normal University’s basketball team, by using the semi-structure interview method, and by conducting interviews with relevant staff members in order to understand NTNU’s methods of marketing. Results: After analysis and organization, it has been found that members of NTNU basketball team have five methods for building a marketing strategy: 1.Establishing the marking model of the team. 2. Creating a home court atmosphere. 3. Selling team merchandise. 4. The team’s record book (register). 5. Establishing public relations. Moreover, if the team further emphasizes the importance of marketing, to further promote the team and its positive image, then the team would enjoy a broader audience, which would thus further help the operations of the team. Suggestion: The following is reference material for marketing strategies for relevant parties: 1. Create a project team for marketing and plan a marketing strategy. 2. Cooperate with public media thereby establishing the team’s output value. 3. Emphasize the importance of maintaining public relations, ex: participate in volunteer, charity activities, summer camps. 4. Arouse the attention and loyalty of teachers, students and alumni of your school, thereby increasing the popularity and main fan base of the team. 5. Produce team merchandise and enhance charm of the team by advertising the glory of athletic achievement. 6. Record a team documentary. 7. Establish the team’s website, sharing relevant player information and updates and increasing interaction between players and fans. Furthermore, it is suggested that appropriate administration units should aid in matching the team with businesses, allowing a positive image of sports to be deeply rooted in audience’s minds, which will thereby enhance the overall culture of sports in Taiwan.