全球在地化運動產業之消費者行銷策略與未來趨勢-SBL台灣超級籃球聯賽個案研究

Trends and Marketing Strategies of a Glocalized Sports Industry-A Case Study of Super Basketball League in Taiwan

黃逸旻(Yi-Min Huang)

指導教授 ： 陳國華

淡江大學/教育學院/未來學研究所碩士班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00298

摘要

全球化發展下，運動產業的發展已引起世界廣泛社會大眾的關注，而即將在21世紀成為未來經濟、社會、文化蓬勃發展的關鍵趨勢。而位於本國台灣民眾參與率最高的球類活動為籃球運動，其將參與行為者轉化為觀賞消費的績效發展不甚理想。SBL超級籃球聯賽為我國最高水準之籃球賽會，該單位主辦決策者皆以年度為規劃範疇的運作模式，而難以擺脫侷限於短視慣性思惟之困境。本研究使用未來學整合方法，以前瞻獨到的未來學務實視野挹注SBL長期未來的思考洞見，以期讓台灣籃球產業邁向永續經營的長遠未來：(1) 德爾菲法：二回合訪談SBL周邊相關利益關係人(Stakeholders)之專家成員，以凝聚SBL行銷建議之共識。(2)情節分析法：結合上述訪談者對SBL之趨合共識，以深入未來視野提出關鍵趨勢影響因子，進而建構未來可能發展路徑，最後發展出最好的情節建議。

研究發現對SBL行銷策略之建議為：(1)產品(product)：SBL所提供現場觀眾的內容（比賽強度、球員球技、給觀眾進場看秀的感受、比賽戲劇性與張力）；形塑球員（明星球員與形象維護）。(2)通路(place)：城市主客場制（經營屬地球場、球隊主客場區分）；場館硬體設施（需增進之設備、場館附近交通、飲食、適合SBL之場館）。(3)價格(price)：使用者區隔定價策略（家庭套票）。(4)促銷(promotion)：促銷方式（回饋球迷活動、球迷後援會組織、推出相關書籍刊物、官方網站、收集交換SBL相關商品、SBL球團母企業對球隊經營的理念心態）。再者，對SBL渴望未來之情節建議為球賽內容本質精彩的職業聯賽，而由此透露出與現實世界不足和缺乏之處，提供SBL主辦單位之實務人士開創與邁向美好未來的關鍵決策建議。

關鍵字

超級籃球聯賽 ； 運動行銷 ； 觀賞動機 ； 行銷策略 ； 情節分析

並列摘要

Under the trend of globalization, the sports industry plays a critical role in economic, social and cultural developments in 21 century. However, basketball, the most popular sports in Taiwan, meet some difficulties of attracting viewers to be real supporting consumers. Super Basketball League is an authoritative constitution in Taiwan, but at the decision-making level, the scope of planning and promotional strategies are often limited to short-term (annual) thinking. As a result, this research aims at providing long-range thinking and strategic foresight to enhance the participation level of SBL’s audience. By adopting methods of futures studies, Delphi technique and scenarios, SBL’s prospective futures and Taiwan’s basketball industry can reach the goal of sustainable development.

Major findings of this research are: (1) Product: SBL should provide to the audience quality plays, such as competition intensity, players’ skills, the entertaining feeling of watching games, the dramatic effect and intensity of games and shaping images of star players. (2) Place: a quality maintenance and management of sport facilities for both home team and visitor. It also refers to the enhancement of equipment of stadiums, food courts and smooth traffic within and around the stadiums. (3) Price: the consumer segmentation pricing strategies and family value packs. (4) Promotion: constantly holding celebration events for fans, forming supportive groups for teams, publishing related books and magazines, setting up official websites, collecting and exchanging SBL merchandises and finally building positive mindset of SBL sponsoring corporations. Moreover, the preferred future of a professional sport should be providing audience with quality and excitement. By exploring the disadvantages and insufficiencies of the games, this research has simulated plausible marketing strategies for SBL and provided critical suggestions for SBL sponsors and decision-makers.

並列關鍵字

Super Basketball League ； Sport Marketing ； Motivation of watching ； Marketing Strategies ； Scenarios analysis

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