Application of Big Data on Professional Sport-A Study on Construction of Marketing Index for Chinese Professional Baseball League

Wen-Ing Chen

《Asian Sports Management Review》 11期 (2016/08) Pp. 161-174

摘要

The current study was to explore variables along with their practical marketing implications in constructing customer database for Chinese Professional Baseball League in order to implement marketing strategies and tactics by incorporating local and international experts' opinions. Delphi technique was used for multiple data collections and analyses. Content validity was utilized in the present study. Various techniques, such as follow-up calls, were employed to ensure reliability in the current study. Furthermore, comparison between standard deviations of survey items collected in different rounds of data collection was utilized to ensure that experts reached an agreement. Moreover, the survey data collection was terminated and the report was prepared if there were more than 70% of the items revealing agreements among experts. In line with government's promotion of sport industry, the current study was to engage in big data marketing in order to increase added value of the sport industry in Taiwan. The results of the current study was of great positive impact on Taiwanese spectator sport service industry. Two rounds of Delphi questionnaires were performed. The results established 23 items, 98% of which reached medium level of agreement. Both gender and purchasing tickets were the most important variable. More marketing implications were discussed.

關鍵字

big data marketing ； database marketing ； sport industry ； sport marketing ； professional sport Delphi technique