我國職棒行銷與管理之研究

Marketing and Managing Taiwanese Professional Baseball Business

林樹旺(Shu-Wang Lin)

《生物與休閒事業研究》 2卷2期 (2004/12) Pp. 92-109

https://doi.org/10.30133/BLIR.200412.0006

摘要

棒球在1990年成為國內職業化的第一個運動項目，為我國職業運動開創了新紀元。至今年（2004年）我國職棒已邁入了第十五個年頭，其間遇到不少困難，如賭博放水事件、球員素質問題、兩聯盟問題、場地設備不良等，再加上整個大環境不佳，導致各球隊年年虧損，尚無真正獲利過。我國職棒球隊的經營實屬不易，而廠商贊助及其周邊商品的銷售是每一球隊最主要的獲利來源之一；職棒球隊如何幫助贊助廠商增加其產品銷售量則成為一重要課題。根據相關文獻回顧，許多企業透過行銷組合制定其行銷策略以達成其經營計畫，因此，本研究擬以中信鯨球迷為例，計畫以「行銷組合、落差理論、IPA (Important-Performance Analysis)及SWOT (strength, weakness, opportunity, threat)分析」為一模式來診斷我國職棒運動，藉此以作為職棒及其他職業運動主辦單位永續經營之參考。

關鍵字

職棒 ； 行銷組合 ； 落差理論 ； IPA ； SWOT

並列摘要

Baseball was the first professional sport in Taiwan. Over the 15 years (1990 to 2004) it has been here it has offered many Taiwanese the chance to be professional athletes. However, there have been problems regarding poor facilities, players, gambling, and so on. Moreover, there is a problem because some baseball teams do not make enough money to operate. The baseball team's key sources of financial resources are sponsors and their products. Therefore it is important for the baseball teams and players to help their sponsors sell their products. This paper employs Chiantrust Whales as case study to examine professional baseball team performance considering marketing mix, gap theory, IPA (Important-Performance Analysis) and SWOT (strength, weakness, opportunity, threat). Outcomes that suggest how to foster a win-win situation will be presented to management in support of sustainable management of professional baseball and other professional sport activities.

並列關鍵字

professional baseball ； marketing mix ； gap theory ； IPA ； SWOT