美日臺職棒球團屬地權經營之跨文化比較分析

Abstract

本研究的目的在使用跨文化比較的研究徑路，探討臺灣職棒球團未實施屬地權制度背後的文化因素和限制。本研究使用文獻分析以及深度訪談法，從跨文化比較美國、日本和臺灣職棒的屬地權經營的文化和現狀。訪談對象包括臺灣職棒球團領隊、行銷人員、美日職棒專家和學者。結果發現美國職棒源起於中產階級民眾，美國職棒以經營獲利為目的，將「球隊-城市-觀眾」結合成為美國職棒屬地權經營文化，不僅創造出支援球隊的眾多球迷也擴充優秀選手的來源。日本和臺灣職棒球則起源於企業將球隊當成宣傳工具的想法，而形成企業優先於球員和球迷的職棒文化，導致無法貫徹球團經營獲利的目的，也未能提供球迷優良的服務品質。台灣職棒經營者認為的台灣人口少、土地小、台北以外城市規模小、球迷少和球場認養困難等環境因素導致無法實施屬地權經營的困境，事實上乃來自於自身經營的態度和價值觀。建議臺灣職棒球團統合職業和業餘體制，和地方結合塑造地方認同，落實球員培養制度，否則將受制於美日職棒強大的經濟力量，造成優秀球員外流，國內球迷人數萎縮，陷自己於經營困境中。從跨文化比較中也發現經營者的經營心態決定屬地權經營文化的內容。The purpose of this research is to analyze the different culture of USA, Japan and Taiwan, which may effect on the professional baseball franchise management. Applying the results, the study discussing why the Taiwan Baseball running a franchise without a local identity. The methods include literature review and interview in a cross-culture comparison approach. The subjects of the interview are the general managers and staffs of Chinese Professional Baseball League in Taiwan, Japan exporters and the USA exporters in professional baseball. The results found the franchise management culture in American is based on entertainment business. Therefore, fan service is the first priority. The USA baseball clubs hire the experts in different fields to promote and marketing the games. The Japan baseball clubs are managed as an adverting carrier of the holding companies, as well as the Taiwan baseball does. Taiwan and Japan baseball are the corporation or the owner service on the first priority of clubs management. The first conclusion form the cross-culture comparison is that these three countries’ franchise management cultures are different. The core concepts and values of USA baseball franchises management culture is local identity and national pastime, but the ones of Japan and Taiwan are corporation royalty and victory oriented. The second is the owners’ attitudes to effects the franchises’ management culture. In Taiwan professional baseball owners claimed that the small country, the small economic and city scale, the few populations of baseball fans and the difficulty of getting a ballpark torun a franchise are the reasons why it’s hard to create a local identity and team royalty. But all this reasons are just the way they think of the baseball business. The attitudes of how a clubs managing a team, who treating baseball team as a mean of promoting holding company are the reasons why make those subjective factors became barriers of management. From analysis and comparisons the development of USA baseball, Japan Football League and other professional sports in different countries, this research suggests if the owners really want to promote the baseball of Taiwan, like they said in the pubic, they have to change their attitudes by running the baseball clubs as a business not just a commercials tool.