中華職棒聯盟六球團行銷策略之現況分析與研究

Marketing strategy analysis and studies of Chinese Professional Baseball League (CPBL)

棒球為臺灣國球，發展最早也最具規模。職棒屬職業運動，亦為運動核心產業之觀賞性服務業，發展尤需球迷的支持，運用運動行銷經營，才得以爭取球迷支持，維持優勢。因此，實有必要分析各球團之行銷策略，以瞭解具體作為。目的：本研究為達瞭解職棒各球團之行銷策略現況與發展，方法：以中華職棒聯盟球隊為研究範圍，透過深度訪談與文件分析兩，獲知各球團行銷現況。結果：一、球隊以宣推部負責行銷，僅兄弟象與中信鯨略不同；二、與球迷互動為主要目的；三、目標族群呼應各球團行銷目標；四、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；五、各球團負責媒體公關多隸屬於行銷策略之中；六、行銷效益評估均以票房為指標；七、媒體公關策略因球團而略有差異；八、球團獨特行銷策略，部分球團認為自身異於其他之優勢，然甚為雷同。結論：期本研究得以提供球團行銷之實用資訊，開展體育運動產業學術研究領域之範疇。Baseball was Taiwan's national sport, it was developed the earliest and biggest in scale among the domestic exercises. Professional Baseball is a professional exercise; it was also an ornamental service industry of core sport industry. Development of professional exercise needed 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 was important to analyze current marketing strategy establishment of each team in order to understand their achievements. Purpose: To understand the current marketing strategy and goal of each professional baseball team. Method: Chinese Professional Baseball League as our range of study; by using in-depth interview and document analysis to investigate current marketing situation. Results: (1) Advertising department of each team was in charged of their marketing except 'the Brothers' and 'the Whales'. (2) Their main goal was the interactive with team fan. (3) The setting of target group matched with the marketing goal. (4) There was no difference in policy analysis of each team regarding to both forms; although the execution numbers and types are different. (5) People in charge of media and public relation were mostly belonging to marketing division. (6) Ticket office was the guide line of marketing benefit assessment. (7) Slight difference existed in strategies of media and public relation of each team. (8) Some teams considered their marketing strategy superior to the others; but most of them are very similar. Conclusion: We hope this report will attract other valuable ideas for the expansion of the athletic exercise and sport industry scholarly research domain.