以混合方法研究探析中華職棒行銷與公關媒體策略

An Analysis of Marketing and Public Relations Media Execution Strategies by Mixed Method

中華職棒為國內發展最具規模之職業運動，而行銷及公關媒體策略之運用經常為職業運動組織經營消費者關係之媒介。為此，本研究主要針對中華職棒行銷與公關媒體執行策略進行瞭解與分析，同時針對管理者與現場觀眾兩面向進行研究，進而得知聯盟及各球團之行銷與公關組織分工、行銷與公關策略運用及媒體關係運作，以及現場觀眾之認同情形。針對中華職棒聯盟秘書長及各球團領隊進行訪談，同時搭配問卷調查法，以中華職棒例行賽現場觀眾為研究對象，採用邏輯斯迴歸分析對行銷公關媒體策略之瞭解與認同與再購意願進行分析。研究結果發現，行銷與公關組織有其基本分工然職權未清楚劃分且公關運作較為薄弱；而中華職棒消費者對行銷策略、公關媒體之瞭解與認同情形程度不一且存在差異情形，整體落在「普通」至「同意」之間，在瞭解部分，以通路得分最高，公關媒體最低，而在認同部分，則以促銷得分最高，價格最低；中華職棒行銷策略之運用待活化，公關媒體之操作需再具體落實，聯盟與各球團可擴大市場區隔與產品差異化，並活化其運動行銷策略，以發展具獨特性之藍海策略；媒體關係仍需持續維持良善互動並善用相關媒體資源。通路與價格為影響賽事觀賞意願之關鍵因素。建議未來中華職棒應確實依據消費者特性研擬行銷與公關媒體策略，增進消費者之瞭解與認同，以有效提升消費者之滿意程度與觀賞意願。

Chinese Professional Baseball League (CPBL) is the largest professional sport leagues in Taiwan. The operation of marketing and public relations media strategies often played the role of medium for professional sport organizations to build up the relationships with consumers. Therefore, the study focused on analyzing the execution strategies of marketing and public relations media in CPBL and teams to understand the division of labor, the operation of the marketing and public relations media strategies, furthermore, to provide good references for CPBL and related units. In-depth interview was one of the main methods; interviewees included secretary general of CPBL and team managers. Supplemented questionnaires survey was also used along with simple random sampling, subjects being the on-site spectators of CPBL regular season in 2012. Effective returned surveys were 381 copies. The marketing and public relations organization had a basic division of labor; however, the division of functions and powers was not clear while the operation of public relations relatively weak. The degree of CPBL consumer’s knowledge and identity toward marketing strategy and public relations media greatly varied. The range was generally between “neither agree nor disagree” and “agree”. In “Understanding” part, “place” got the highest score, while “public relations media” the lowest. In “identity” part, “promotion” got the highest score, while “price” the lowest. The operation of CPBL marketing strategy was to be revitalized; The practice of public relations media to be implemented solidly. CPBL and professional baseball teams could extend market segmentation and product differentiation and activate sport marketing strategy in order to develop their own unique blue sea strategy. Place and price were the key factors that influenced consumers’ intention to watch sport events. CPBL should discuss and formulate its marketing and public relations media strategy according to consumer characteristics and should raise consumers’ understanding and identity toward CPBL so that viewing intention can be enhanced effectively.