籃球心體驗:SBL超級籃球聯賽體驗行銷與品牌權益之關聯性研究

Abstract

身處二十一世紀這個以消費者為導向的時代，重視消費者價值已成為競爭優勢最主要的要素之一，對企業而言，消費者乃是非常重要的一項資產，因此，如何找出並維繫住關鍵顧客乃是企業運作的必然議題。就運動場上而言，勝負可能是短暫的，然而維繫與球迷間的情感互動關係卻是長久的，鑑於中華職籃行銷策略不彰，且歸納體驗行銷與品牌權益皆有助於承諾與情感的傳遞，因此，本研究合併體驗行銷和品牌權益概念，以SBL超級籃球聯賽為研究主體，旨在從消費者觀點探討其體驗行銷與品牌權益之關聯性。依據研究目的，本研究以第五屆(2007-2008) SBL超級籃球聯賽現場觀眾為對象，採用問卷調查法蒐集588份樣本問卷，並使用描述性統計、t檢定、單變量變異數分析、Pearson積差相關以及典型相關等統計方法進行分析探討。分析研究結果發現：一、SBL超級籃球聯賽主要消費族群係為女性、年齡層介於15-24歲、月平均收入在10,000元以下之高中、大學生；其次，多數為群體行動，且有特定支持隊伍，其中，以台啤球迷最多。二、現場觀眾在體驗行銷認知部分，以感官體驗認知最高，情感體驗居次；品牌權益認知則以品牌忠誠度最佳，品牌知名度居次。三、不同人口背景變項之現場觀眾在體驗行銷和品牌權益認知上呈現顯著差異，其中主要消費族群皆有較高的感受程度。四、SBL超級籃球聯賽體驗行銷與品牌權益間具有顯著正相關，且有典型相關存在，其中以情感體驗對品牌聯想的解釋力最大。依據研究結果，建議賽會經營者於未來應針對目標族群持續提供創新的感官、情感體驗刺激，增加其與球員、球隊之互動機會，同時，以改善負面形象，加強現場人員服務品質為首要任務。除此之外，在建構品牌之際，應將品牌精神與消費者的情感做結合，明確傳達品牌核心價值。Nowadays is a customer-oriented age. Customers have been regarded as an important asset to a company, and how to find out and keep long-term relationship with key customers has become an essential issue for the operation of business. In the sports field, athletic success may be fleeting, but a focus on commitment to customers is not. Sports industry manager must put more emphasis on what consumers really want and need. The main purpose of this study was to combine both concepts of experiential marketing and brand equity to examine the spectators’ perceptions toward the 5th SBL, and further, to realize the relationship between both. This research involved a quessionnair survey and 588 samples were collected. The data were analyzed by statistic tools, such as descriptive statistic, t-test, one-way ANOVA, Pearson product-moment correlation, and Canonical correlation analysis. The findings were as follow: (1)The spectators of SBL were mainly consisted of female, age15-24, high school and college students whose average monthly income below 10,000 NT. And Taiwan Beer’s fans were most; (2)Spectators had better perceptions on sense and feelingexperience; and reflected better cognitions toward brand loyalty and brabd awareness; (3)The variables of demographic had significant differences on experiential marketing and brand equity; (4)SBL experiential marketing had a positive relationship with brand equity, and feeling experience best explained brand association. According to the results, it is suggested that SBL should improve league’s image and equality of staff. Finally, foster the interaction between consumers and brand.