中華職棒大聯盟行銷策略知覺重要性之研究－行銷人員與現場觀衆之比較

A Study on the Perceived Importance of Marketing Strategies in the Chinese Professional Baseball League-A Comparison between Marketing Staff and Spectators

林怡秀(Yi-Hsiu Lin)

《臺大體育學報》 14輯 (2009/03) Pp. 47-64

https://doi.org/10.6569/NTUJPE.200903_(14).0004

摘要

Purpose: The purposes of the current study were to investigate if differences existed on the perceived importance of marketing strategies in the Chinese Professional Baseball League (CPBL) between marketing staff and spectators, and to explore the rankings of the marketing strategies for these two groups of subjects. Methods: The instrument in the present study was modified from Dick and Turner (2007) along with the revisions from the pilot study. The marketing staff and the spectators from the 6 teams in the CPBL were the sample in the present study. Forty-one usable questionnaires from marketing staff and 223 usable ones from the spectators were collected. Descriptive statistics and MANOVA were utilized to perform the statistical analyses in the current study with level of significance .05. Results: Significant differences were found in the perceived importance of marketing strategies between marketing staff and spectators in the CPBL. Also, some discrepancies were detected regarding the rankings of the perceived importance of marketing strategies between marketing staff and spectators in the CPBL. Conclusions: Marketing managers should be cognizant of the differences and reallocate the marketing resources to meet customers' needs and to achieve win-win situations for their corporations and customers.

關鍵字

職業棒球 ； 行銷策略 ； 運動行銷

並列摘要

Purpose: The purposes of the current study were to investigate if differences existed on the perceived importance of marketing strategies in the Chinese Professional Baseball League (CPBL) between marketing staff and spectators, and to explore the rankings of the marketing strategies for these two groups of subjects. Methods: The instrument in the present study was modified from Dick and Turner (2007) along with the revisions from the pilot study. The marketing staff and the spectators from the 6 teams in the CPBL were the sample in the present study. Forty-one usable questionnaires from marketing staff and 223 usable ones from the spectators were collected. Descriptive statistics and MANOVA were utilized to perform the statistical analyses in the current study with level of significance .05. Results: Significant differences were found in the perceived importance of marketing strategies between marketing staff and spectators in the CPBL. Also, some discrepancies were detected regarding the rankings of the perceived importance of marketing strategies between marketing staff and spectators in the CPBL. Conclusions: Marketing managers should be cognizant of the differences and reallocate the marketing resources to meet customers' needs and to achieve win-win situations for their corporations and customers.

並列關鍵字

professional baseball ； marketing strategy ； sport marketing

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