新竹攻城獅屬地權經營與行銷策略分析

Abstract

新竹攻城獅作為一支新球隊，戰績並非最好，卻可以成為聲量最高的球隊，其屬地權經營功不可沒。本研究之目的為探究聯盟、政府、贊助商與球團之屬地權經營關係，並以屬地權經營特徵分析新竹攻城獅經營的特色，歸納出新竹攻城獅的屬地權經營與行銷策略。本研究採用文件分析法與半結構式深度訪談，訪問新竹攻城獅球團職員兩人、前新竹縣體育會職員一人以及前P. LEAGUE+聯盟職員一人，共四位。研究結果發現，新竹縣政府藉由與攻城獅球團的合作，達到促進地方籃球風氣發展以及地方宣傳，而攻城獅球團也得以在政府的支持下，經營得更加順利；聯盟透過吸引更多球迷參與，進而將這股流量分配給聯盟各支球隊，給予球隊在行銷和主場經營方面有很大的自主權；透過與贊助商合作，球團得以獲得充裕的資金，更是透過線下活動，拉近與地方球迷間的距離。以4P行銷組合分析並結合屬地權經營的概念後發現，在產品方面，新竹攻城獅攻城獅運用地域性、文化特色和運動元素，巧妙地將工程師文化融入球隊命名，促進在地球迷的歸屬感，透過主客場制度和主場日活動，創造出具有高度娛樂性和參與性的球場氛圍；在價格方面，運用差異化的分眾行銷策略，提供多樣化的座位選擇，確保球場座位能有效的被運用；通路方面，透過與新竹縣府合作，得以有彈性的租用場地，同時透過提升場館設施，強化球迷的觀賞體驗；在推廣/促銷方面，攻城獅透過校園活動、參與公益和與當地商家的合作走入新竹人的日常，同時透過Jr. Team以及與當地學校協作，培養籃球人才。Despite not securing the top spot in performance, the Hsinchu Lioneers has achieved unparalleled success in cultivating fan loyalty, thanks to its franchise management strategy. This research aims to explore how the league, government, sponsors, and teams interact under the context of franchise management. In addition, by analyzing the characteristics of franchise management, this research seeks to understand how the Hsinchu Lioneers leverages this approach to expand their operations. This research employed both document analysis and semi-structured in-depth interviews. The interviewees included two current staff from Hsinchu Lioneers, one former staff from Hsinchu County Athletics Federation, and one former staff from P. LEAGUE+ league. The research findings indicate that the collaboration between Hsinchu County Government and the Hsinchu Lioneers has had a positive influence on the development of both local basketball culture and the region. The support from the local government has also improved the operation of the team. As the team continues to attract more audiences, the league, in turn, grants greater autonomy in terms of marketing and home court management. Collaboration with sponsors further provides the team with abundant financial support. Additionally, offline events play a crucial role in developing strong connections between players and fans. Based on the concept of the 4 Ps marketing strategies and franchise management, it can be noticed that Hsinchu Lioneers has cleverly combined regional, cultural, and sports elements in its products. By incorporating the engineering culture into its team name, the team has successfully fostered a strong sense of belonging among local fans. The implementation of the home and away games has further contributed to a highly entertaining and engaging atmosphere. Moreover, the team's use of marketing segmentation strategies ensures a range of seating options at different prices, optimizing the utilization of stadium seats. On the other hand, the team’s partnership with the Hsinchu County Government provides more flexibility in venue rental, and regular facility updates further enhance fans’ viewing experience. Lastly, the team has engaged with the local community through campus and charity events, as well as cooperation with local businesses. The team is also committed totalent discovery through collaborations with the Jr. Team and local schools.