統一獅屬地權經營探究

Abstract

本研究之目的在以屬地權經營特徵分析統一獅屬地權之各時期經營的特色，並分析其背後影響的因素。本研究採用文件分析法及半結構式深度訪談訪問統一獅球團職員、臺南市體育處職員、中華職棒聯盟職員以及臺南在地體育記者共五人。研究結果顯示在統一獅草創期的主要影響因素為母企業、聯盟及政府，在成長期的主要影響因素為母企業、聯盟、其他球團以及臺灣大聯盟，在成熟期的主要影響因素為母企業及其他球團。在中華職棒的發展中，地方政府與球團之合作發展對統一獅的屬地權經營發揮了重要作用，進而影響了後續中華職棒聯盟運作的模式。

The purpose of the study is to analyze the evolution of franchise management in the organization of the Uni-lions and discuss the factors behind it. This study adopts the method of document analysis and semi-structured in-depth interviews to talk to people from the Uni-lions organization, the Bureau of Sports for the City of Tainan, the league office of Chinese Professional Baseball League (CPBL) and a local sports news agency in Tainan.The research suggested that the factors for franchise management of the Uni-lions varied in different developing stage. In the early stage, its parent company, the government and the league, which by then was called Taiwan Major League (TML) had the heavy effect on the organization. After moving into the growth stage, besides the three bodies mentioned above, the other organizations in the league at the time together made some important contribution as well. Eventually, during the maturity stage which will be now, its parent company and the other organizations in the league are the main resource of influence.In the history of development for the Uni-lions, the local government and the Uni-lions organization have been playing a significant role in its own franchise management, which ultimately had a great impact on the further league operation in the CPBL.