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【論文摘要】職業棒球啦啦隊應援經濟：2023WBC世界棒球經典賽
【論文摘要】Professional Baseball Cheerleaders Supports the Economy: The 2023 WBC World Baseball Classic
摘要
目的：在2023WBC經典賽預賽B組中，10場的賽事是核心產品，是消費者主要要看的，行銷公司帶入啦啦隊這個重要的延伸產品，讓4場中華隊賽事得到場場爆滿的回饋，最初剛公布此次中華隊票價時怨聲載道，但最終卻是滿場收尾，其中成功吸引消費者的是產品的哪個部分。方法：本篇研究採取文獻分析法，蒐集的研究以行銷相關的文獻進行分析，從行銷學角度看啦啦隊對這次賽事造成甚麼樣的幫助。結論與建議：消費者進場看球的主要目的是為了棒球本身或是啦啦隊，帶來滿場的效益就是一個成功的行銷，啦啦隊是棒球比賽的延伸產品，但運動產業的核心有著不易變更的特性，延伸產品依賴的核心產品，一旦核心產品消失延伸產品也會連帶消失，無法獨立出來。這次的賽事行銷是一次成功的銷售手法，要能延續到較長期的賽事中，找到每個時期的主流，由主流文化跟產業結合才更能達到高的經濟效益。
並列摘要
Introduction: In Group B of the 2023 WBC Classic Preliminaries, the 10 games are the core products that consumers mainly want to watch. The marketing company brings in the cheerleaders, an important extended product, so that the 4 Chinese Taipei team games can get full feedback . There were many complaints when the ticket price of the Chinese team was first announced, but in the end it ended with a full audience. Among them, which part of the product successfully attracted consumers. Method: This study adopts the literature analysis method, and the collected research is analyzed with marketing-related literature, and from the perspective of marketing, what kind of help the cheerleaders has brought to this event. Results & Conclusions: The main purpose of consumers to watch the game is for the baseball itself or for the cheerleaders. It is a successful marketing to bring benefits to the stadium. The cheerleaders is an extended product of the baseball game, but the core of the sports industry has something that is not easy to change. Features, the core product that the extended product depends on, once the core product disappears, the extended product will also disappear and cannot be independent. The event marketing this time is a successful sales method. It must be extended to a longer-term event, find the mainstream of each period, and combine the mainstream culture with the industry to achieve high economic benefits.