超級籃球聯賽球團行銷活動之研究─以台灣啤酒籃球隊為例

Abstract

為了在競爭中掌握優勢，並有效吸引目標市場，職業運動經營必須融入現代化的經營理念，「行銷」成了值得探討的議題。就職業運動的發展，及永續經營的觀點，球團應從行銷的角度，運用行銷研究，透過市場區隔、選擇目標市場及市場定位的過程，以塑造球隊形象，並擬定適切之行銷策略，藉由行銷活動創造球團之獲利。基於上述背景，本研究以台灣啤酒籃球隊為研究個案，具體目的為：ㄧ、瞭解台灣啤酒籃球隊其行銷市場分析與行銷定位；二、分析台灣啤酒籃球隊其行銷活動規劃之方式；三、探討台灣啤酒籃球隊其行銷活動執行之方式。本研究以質性研究的方式進行，採用半結構化開放式訪談大綱，以台灣啤酒籃球隊球團行銷管理者為研究對象進行深度訪談。經討論與分析，本研究結果為：一、台啤隊行銷單位組織結構尚未建構完善，仍有改進的空間。球團行銷經費有限，仍須仰賴外部資源，主動尋求贊助商。二、台啤隊行銷市場分析僅針對球迷個人因素，對於行銷市場的掌握度仍須加強。三、台啤隊塑造的形象定位「態度」，與球隊的連結性較強，創造相較於其他隊伍獨有的品牌形象。四、台啤隊行銷活動遵循促銷、媒體公關構面操作，並透過影視綜藝媒體，多元且有效的媒體曝光。球迷經營策略著重球迷市場的擴展，藉由校園巡迴的舉辦，進行市場扎根。五、台啤隊行銷效益評估僅分析進場人數及銷售量等內部資料，較無法全面評估行銷活動之效益。六、台啤隊行銷主要的困境在於球迷市場不足，須加強賽事與球隊之包裝，增加籃球運動的能見度與喜愛程度。依據研究結果，對台啤籃球隊提出以下建議：ㄧ、著手規劃行銷單位專職與分工；積極開拓經費來源。二、採用學術性評估指標進行行銷分析。三、善用大眾媒體管道行銷，吸引潛在球迷參與。四、重視球迷後援會之管理與運作，積極擴展新球迷市場。五、藉由球隊包裝，建立並強化與競爭球隊之區隔性。To get advantage in competition and to attract the target market efficiently, managers of professional sports should use modern management conceptions, thus, marketing becomes an important issue. For the sustainable development of professional sports, sport teams should mold their images and make the proper marketing strategies to get the profit via market research tools, such as remarket segmentation, choosing the target market and market position. In view of the background above, this study took Taiwan Beer Basketball Team as the case. The purposes of this study were to understand the team’s market analysis and market position, to figure out how they plan the marketing strategies and to discuss the ways they execute their marketing activities. This study used qualitative research method so the researcher interviewed Taiwan Beer Basketball Team’s marketing programmers via semi-standardized questionnaire. The results were as follows: 1.The organization of Taiwan Beer Basketball Team was not well-structured yet, and it still needs to be improved. The marketing budget was limited; therefore, they still need to seek more sponsors actively to breakeven. 2.Taiwan Beer Basketball Team’s market analysis only focused on fan’s personal factors, but lacks the whole market factors. 3.The image of this team is “Attitude” and it connected with team strongly, which made it unique than any other teams. 4.Taiwan Beer Basketball Team framed various marketing and public relationship strategies. It exposed often via entertainment programs and many school special promotion activities to expand the numbers of their fan. 5.Taiwan Beer basketball team’s marketing benefit evaluation only focused on some internal data, such as the numbers of spectators and the sales, thus it could not evaluate the whole benefits well. 6.The main difficult of Taiwan Beer Basketball Team was the small size of the whole fan market, so they should put more effort to pack the game and the awareness of SBL games. According to the results, the researcher suggests that the team should specific the marketing unit’s job, to expand its budget source, use more academic factors to evaluate effectively, use media channels to attract potential audiences, enhance the management of the club to get more fans and establish the unique segment of other competition teams.