隨著義联集團接手經營義大犀牛,並且在外界普遍認為義联集團接手義大犀牛隊是一筆賠錢生意且集團內部員工也不乏反對聲浪的情況下。本研究希望透過職棒相關沿革及發展效益之相關文獻回顧,再針對義联集團相關管理人員進行深度訪談並且綜整相關人員之看法,以了解義联集團接手義大犀牛後產生的效益分析,進而設計出本研究之研究問卷,並透過便利抽樣方式進行問卷調查,將問卷發放給中華職業棒球大聯盟義大犀牛職業棒球隊球迷、義守大學102學年度新生、義联集團各事業體員工以及義大世界運動餐廳顧客,以獲得相關建議及看法。 本研究以職棒義大犀牛為研究範圍,探討職棒球隊經營對其母企業義联集團之效益評估。具體發現如下:1.義联集團接手義大犀牛之後,對於集團整體的知名度及中華職棒之運作是有相當重要的挹注。2.透過經營職棒事業,可以加強企業社會責任,進而提升整體集團的知名度。3.義联集團經營義大犀牛並不一定直接構成消費者前往義大購物中心或是遊樂園消費的考量因素。
E-United Group has been considered to doing a profitless business as it purchased a professional baseball team – E-DA Rhino in 2012. Why would E-United Group purchase E-DA Rhino if it is a money losing business? Literature review and in-depth interviews were used in order to develop a questionnaire. The questionnaire was distributed to Rhino’s fans, I-Shou University students, Group staffs and the E-DA World Sports Cafe customers. The purposes of this case study were to analyze the benefits of running the E-DA Rhinos baseball team for the E-United Group that owns it. The results were as follows:1.Purchasing and running E-DA Rhino basball team has positive impact on reputation of E-United Group as well as the operation of Chinese Professional Baseball Leagure.2.To E-United Group, corporate social responsibility can be improved by running professional basball team. Additionally, the corporate can gain good publicity.3.To Customers, E-United Group Purchasing and running E-DA Rhino are not their consideration of doing shopping at the E-DA Mall and E-DA World.