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    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31435

    題名: 全球在地化運動產業之消費者行銷策略與未來趨勢-SBL臺灣超級籃球聯賽個案研究
    其他題名: Trends and marketing strategies of a glocalized sports industry-a case study of super basketball league in Taiwan
    作者: 黃逸旻;Huang, Yi-min
    貢獻者: 淡江大學未來學研究所碩士班
    陳國華;Chen, Kao-hua
    關鍵詞: 超級籃球聯賽;運動行銷;觀賞動機;行銷策略;情節分析;Super Basketball League;Sport Marketing;Motivation of watching;Marketing Strategies;Scenarios analysis
    日期: 2008
    上傳時間: 2010-01-11 00:41:24 (UTC+8)
    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。

    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.
    顯示於類別:[未來學研究所] 學位論文


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