高齡社會下中華職棒大聯盟球迷經營策略之研究

Abstract

隨著臺灣 社會 因醫療技術及經濟水準上升導致人均壽命延長及少子化後， 高齡人口逐年上升 。 根據統計至 2070年高齡者 人數 預計將 增加 280萬人。此現象將對臺灣職業棒球產業造成影響， 過往職棒 對於高齡族群之關注不足 因此應了解高齡者之特質以應用於未來職棒球迷策略發展以吸引更多高齡者投入。 研究目的 :為分析高齡社會下中職球團球迷經營策略之變化。 研究方法 :透過 半結構式訪談法，訪問 聯盟及各 球團之行銷 策略 人員。 研究結 果 :發現 一、 中職球團在球迷經營上鎖定的客群以學生、白領及家庭族群為主，並透過提升球迷的歸屬感及娛樂體驗做為吸引球迷觀賞的方式， 在經營目標以希望提升進人數更大的收益。二、在高齡族群經營上，各隊都尚未將高齡族群納入考慮，也未針對其特性進行行銷。三、在未來高齡球迷經營上應透過社會氛圍及硬體設施設備兩方面提供適合的服務。 結論與建議 一、 目前中華職棒球迷經營策略 針對年輕族群作為客群主力並透過經營策略提供多元化的服務，但在高齡族群的著墨不深 。二、 未來應針對其特性提供服務，以因應未來人口結構之變化 。 並依本研究結果提供中職球團未來在制定球迷經營策略時所需之資訊。n the development of medical technology and the growth of the economy, the average age in Taiwanese people had been increasing. According to the survey, the number of people older than 70 years old would increase 2.8 million until 2070. The phenomenon might cause an impact to the industry of Taiwan professional baseball. Since the establishment of CPBL, the lack of attention to the senior population had occur. Therefore, CPBL should start to deal with how to attract senior people to attend to the games. The purpose of the research was to analyze the change in strategic management in CPBL under aged society. Semi-structured interview was conducted to collect data from the employees in the CPBL franchises. The results of the research indicated that the target audience of CPBL were students, white-collar class and family. CPBL teams tried to attract fans through elevating the sense of belongings and entertainment. Secondly, entire league hadn’t put senior population into consideration. Thirdly, the strategic management to senior fans should focus on social and physical environment to provide proper service. The conclusions of the research were 1.the goal of strategic management in CPBL franchises focused on the youth and white-collar class and put little attention on senior people. 2.CPBL franchises should be aware of the change in the population and start to figure out what impact it might cause to the industry.