在企業經營中,如何進行在地化及打造公司品牌一直是公司營運上的重要議題,而台灣的棒球產業也不例外。近年來,隨著屬地主義的意識興起,加上美國職棒大聯盟以及日本職棒的制度逐漸為國人所知,讓中華職棒的四支球團都紛紛採取在地化的行動並試圖打造出屬於自己的品牌,不過成效卻相當不一致,甚至讓球團領隊在官方舉辦以屬地主義為主題的座談會中要求政府的支持。不過,在四支職業球團中,也仍然有球團成功打造出屬於自己的屬地及品牌。因此,本研究試圖探討要打造自己的屬地及品牌之前,到底該擁有什麼樣的條件才能做得到。 本研究以Lamigo桃猿隊及統一7-ELEVEn獅隊兩支經營屬地超過五年時間的球隊為研究對象,並透過質化研究的方式,向不同的訪談者進行訪談,試圖從不同的角度探討球團在屬地主義及品牌經營上該著重的關鍵為何,並得出下列七項命題。 命題一:推行屬地主義有助於提升觀眾進場意願。 命題二:媒體宣傳有助於推動屬地主義。 命題三:與當地文化結合有助於推動屬地主義。 命題四:優質產品有助於提升球團品牌形象。 命題五:場地設備為吸引消費者的基礎。 命題六:在地市場規模為屬地經營的基礎。 命題七:制定長期策略有助於球隊經營。
For a company, how to run business well on localization and brand management are always the key issues, and Taiwan’s baseball industry included either. Recent years, Taiwanese audience knows a lot about American and Japanese baseball league’s system, and want Taiwan’s franchises to do more on localization. Therefore, these franchises run many activities trying to have great performance on localization and branding. However, some of them do well, and the others don’t. This situation is not good for some franchises, and a general manager even says the government needs to help them on a public seminar. In addition, this research wants to find the elements of localization and branding to give those franchises some references to adjust their action. This research take Lamigo Monkeys and Uni-President Lions as research samples. By adopting qualitative research to interview different people who related to the theme, this research tries to find the common elements from different aspects. In the end, this research finds out 7 propositions as following. 1. Adopting principle of localization can raise audience’s intention of watching baseball game in the stadium. 2. Media promotion can help franchises doing principle of localization. 3. Combined with local culture can help franchises doing principle of localization. 4. High-quality products can raise franchises’ brand image. 5. Stadiums and related facilities is the basic part for audience. 6. Scale of the local market is the basic part of localization. 7. Long-term strategy can help franchises’ operation.
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