職棒球團之行銷策略對其球迷參與滿意度影響之分析

棒球爲臺灣國球，發展最早也最具規模。職棒屬職業運動，亦爲運動核心產業之觀賞性服務業，發展尤需球迷的支持，其中運動行銷之經營與應用，更是爭取球迷與維持優勢之利器。因此，實有必要分析各球團之行銷策略，以瞭解具體作爲。本研究爲達瞭解職棒各球團之行銷策略現況與發展之目的與其對其球迷滿意度之影響，以中華職棒聯盟六支球隊爲研究範圍，透過深度訪談、問卷調查與相關文件分析等研究方法，獲知各球團行銷現況結果，並據之提出結論：一、職棒各球團行銷策略現況分析：（一）球隊以宣推部負責行銷，僅兄弟象與中信鯨略不同；（二）策略分析各球隊在兩構面無差異，然執行細項數與類型不同；（三）媒體公關策略因球團而略有差異；二、各球團行銷策略與球迷行銷滿意度關係：（一）職棒各球團之行銷策略的執行對球迷滿意度未達顯著差異；（二）職棒各球團之媒體公關策略對其球迷行銷滿意度確有其影響；（三）球團行銷策略的執行對球迷之整體滿意度確有其影響；（四）職棒各球團之球迷對行銷策略滿意度其他構面影響各有差異。期本研究得以提供球團行銷之實用資訊，並發揮拋磚引玉作用，開展體育運動產業學術研究領域之範疇。

關鍵字

球團行銷單位；媒體公關策略

並列摘要

Baseball is Taiwan's national ball sport, it is developed the earliest and biggest in scale among the domestic numerous exercises. Professional Baseball is a kind of professional exercise; it is also an ornamental service industry of core sport industry. Hence, development of professional exercise needs support and encouragement of the fan. However in accordance to the industrial characteristic, only the teams which utilize sport marketing management can win the fan's support effectively and maintain its competitive advantage. Therefore, it is important to analyze current marketing strategy establishment of each team in order to understand the requirement of customer exploitation. Taking this into consideration, the purpose of this research is to understand the current marketing strategy of each professional baseball team and to provide them suggestion for developing marketing strategy. We take six teams from Chinese Professional Baseball League as our range of study to investigate and conclude their current marketing situation. The methods of this study are the depth interview and the related document analysis. And gather information by questionnaire .The goal of our study is to provide practical information of marketing management for the teams through these results. We hope this research will attract other valuable ideas for the expansion of the athletic exercise and sport industry scholarly research domain.

並列關鍵字

the marketing department of Professional Baseball League ； PR strategy

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