LamiGirls 對 Lamigo 主場賽事行銷效益分析

Abstract

本研究目的在分析 2013 年至 2018 年 LamiGirls 對於 Lamigo 桃猿隊球場行銷的效益。本研究採用問卷和半結構式訪談，共訪談球團人員、聯盟工作人員、啦啦隊員與球迷共 7 位。透過網路共計發放 571 份問卷，有效問卷 502 份，回收率 87.9%。 研究結果顯示，LamiGirls 的行銷效益為：一、提升 Lamigo 品牌知名度；二、增加 Lamigo 主場票房銷售量與 Lamigo 商品銷售量；三、社群媒體 (FB 與 IG) 上成長，並與球迷的建立忠誠度。共有 323 人，64.3%的球迷，願意為了 LamiGirls 進場；而購買 LamiGirls 商品呈現逐年成長之態勢；LamiGirls 商品銷售占比從 2013 年的 2%提升到 35%，將近新台幣 2950 萬元，其中「單曲」與「女孩卡」是主力商品。LamiGirls 從「應援的核心角色」，到變成「球團行銷的武器」，甚至成為「球團代言人」，而球隊甚至靠 LamiGirls「賺回來」球場上得不到的商業收入，像是各式的女孩商品，幾乎已經可以跟球員商品抗衡，也能夠舉辦女孩主題日，讓女孩擔綱票房銷售的主題與整場的活動演出，進而吸引球迷進場增加票房收入。總體而言， LamiGirls 不只提升了球隊的知名度，也為球團帶來了可觀的額外收入。透過精心策劃的行銷策略和活動，Lamigo 球團成功地在球場與 FB 與IG等社群網路上吸引了各種年齡層和不同族群的球迷與粉絲。也因為LamiGirls的旋風，改變中華職棒各球隊的經營模式與應援方式，每一隊都推出啦啦隊女孩與打造全主場，力拼主場行銷見證 LamiGirls 效益驚人。The purpose of this study is to analyze the effectiveness of LamiGirls for Lamigomarketing from 2013 to 2018. In this study, questionnaires and semi-structured interviews were used, and a total of seven team members, league staff,cheerleaders, and fans were interviewed. A total of 571 questionnaires were distributed through the Internet, with 502 valid questionnaires and a response rate of 87.9%. The research results show that the marketing benefits of LamiGirls are as follows: 1. Increase Lamigo brand-awareness; 2. Increase Lamigo home box office sales and Lamigo merchandise sales; 3. Growing on social media (Facebook and Instagram) and establish close relationships with fans. A total of 323 people, 64.3% of the fans, are willing to participate in the stadium for LamiGirls; the purchase of LamiGirls products shows a trend of growth year by year; the proportion of LamiGirls product sales has increased from 2% in 2013 to 35%, nearly NT$29.5 million, of which"Single" and "Girl Card" are the main products. LamiGirls has changed from "the core role of support" to "the team's marketing weapon", and even become the "team spokesperson", and the team even relies on LamiGirls to earn back commercial income that cannot be obtained on the court, like various Girls’ products that can almost compete with players’ products, and the girls’ theme days can also be held, allowing girls to be the theme of box office sales and performances throughout the event, thereby attracting fans to enter the venue and increasing box office revenue. Overall, LamiGirls has not only increased the popularity of the team, but also brought additional income to the team. Through well-planned marketing strategies and activities, Lamigo has successfully viiattracted fans of various age groups and different ethnic groups to the stadium and social networks such as Facebook and Instagram. LamiGirls has changed the status of CPBL teams, the business model and method gave other teams the idea to launch cheerleading girls and build a full home court, and the home court marketing gives LamiGirls amazing benefits.