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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 江炯聰(Jong-Tsong Chiang) | |
| dc.contributor.author | Hsiu-Chuan Mo | en |
| dc.contributor.author | 莫秀全 | zh_TW |
| dc.date.accessioned | 2021-06-15T16:15:28Z | - |
| dc.date.available | 2015-08-26 | |
| dc.date.copyright | 2015-08-26 | |
| dc.date.issued | 2015 | |
| dc.date.submitted | 2015-08-17 | |
| dc.identifier.citation | 中文文獻
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Sport Management Review 18. Farrell, Karels, Montfort, McClatchey. (2000). Celebrity performance and endorsement value: the case of Tiger Woods. Managerial Finance, Vol. 26 Iss 7. Fraser-Thomas, Baker. (2012, 8). Accuracy of professional sports drafts in predicting career potential. Scandinavian Journal of Medicine & Science in Sports Volume 22, Issue 4. GARRETT, GREEN. (2011). Considerations for Professional Sports Teams Contemplating Going Public. Northern Illinois University Law Review 31. Halonen-Knight, Hurmerinta. (2010). Who endorses whom? Meanings transfer in celebrity endorsement. Journal of Product & Brand Management Volume 19 Number 6. Humphreys, Lee. (2009, 11 14). Franchise Values in North American Professional Sports Leagues: Evidence from a Repeat Sales Method. International association of sports economists Working paper series Paper No. 09. Hwang, Lim. (2015). The impact of engagement motives for social TV on social presence and sports channel commitment. 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The decision to raise firm value through a sports-business exchange: How much are Real Madrid’s goals worth to its president’s company’s goals? European Journal of Operational Research 215. O’Reilly, Horning. (2013). Leveraging sponsorship: The activation ratio. Sport Management Review 16. Olson, Thj?m?e. (2012, 12). The relative performance of TV sponsorship versus television spot advertising. European Journal of Marketing Vol. 46 Iss 11. Pitt, Parent, Berthon, Steyn. (2010). Event sponsorship and ambush marketing: Lessons from the Beijing Olympics. Business Horizons 53. Raney, A. A. (2006). Why we enjoy Mediated Sports, Handbook of Sports and Media. Rockerbie, D. W. (2014). Exploring Interleague Parity in North America:The NBA Anomaly. Journal of Sports Economics. Ryba, Ronkainen, Selänne. (2015). Elite athletic career as a context for life design. Journal of Vocational Behavior 88. SAWANO, M. (2010). The Rise and Fall of Corporate Sports Programs. Japanese Research in Business History 27. Stavros, Meng, Westberg, Farrelly. (2014). Understanding fan motivation for interacting on social media. Sport Management Review 17. Witkemper, Lim, Waldburger. (2012). Social Media and Sports Marketing:Examining the Motivations and Constraints of Twitter Users. Sport Marketing Quarterly 21. Woisetschlager, Haselhoff. (2014). Backhaus: Fans’ resistance to naming right sponsorships: Why stadium names remain the same for fans. European Journal of Marketing, Vol. 48 Iss 7/8. Wylleman, Reints. (2010). A lifespan perspective on the career of talented and elite athletes: Perspectives on high-intensity sports. Scandinavian Journal of Medicine & Science in Sports. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/52462 | - |
| dc.description.abstract | 美國職籃NBA之經營模式，有效連結觀眾、球員、球隊及廣告主等各方客群，符合多邊平台定義，構成以下平台結構：(附圖)
本研究進一步透過Evans & Schmalensee（2007）的六步驟平台分析架構，探討平台各方客群之互動關係，研究結果如下段。 NBA作為平台事業之關鍵成功因素在於：掌握關鍵資源-球員，聯盟內部各隊彼此合作，不斷修正賽事規則，提升觀眾體驗，並利用各項外部因素擴大觀眾基礎，啟動正向循環。而由於平台事業特性，NBA之成功難以複製於他處，如SBL。企業欲參與職業聯賽，除了直接購買球隊，亦可透過贊助及球星代言等方式進行。 | zh_TW |
| dc.description.abstract | The business model of National Basketball Association(NBA) effectively connects its’ distinct types of customer: Audience, players, franchises, advertisers. The structure of NBA’s multisided platform is shown below:
Next, the study explored the interactive relationship between its’ customer in the framework of platform analysis by Evans & Schmalensee（2007）, and the conclusion is as below: The Key successful factor of NBA lies in how NBA keep the players in the platform, co-operation of franchises and adapting itself to some external factors to increase its’ audience and activates the forward cycle. However, due to the characteristics of platform business, the success of NBA is hard to be duplicated to other professional basketball league (i.e. SBL). Franchise buy-out, sports sponsorship and player endorsement are plausible plans suggested for corporate willing to participate in professional sports. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-15T16:15:28Z (GMT). No. of bitstreams: 1 ntu-104-R02741055-1.pdf: 2762273 bytes, checksum: 52b52cc2d4a67e34915d53c2b442d29e (MD5) Previous issue date: 2015 | en |
| dc.description.tableofcontents | 目錄
致謝詞 i 摘要 ii Abstract iv 第一章 緒論 - 1 - 1.1 研究動機 - 1 - 1.2 研究對象 - 6 - 1.3 研究目的 - 7 - 第二章 文獻探討 - 8 - 2.1 運動賽事特質 - 8 - 2.1.1 不確定性 - 9 - 2.1.2 運彩博弈 - 10 - 2.1.3 賽事公正 - 11 - 2.1.4 籃球賽事特質 - 12 - 2.2 各方參與動機 - 13 - 2.2.1 觀眾動機 - 14 - 2.2.2 參與球隊動機 - 20 - 2.2.3 運動員動機 - 23 - 2.3 各方互動關係 - 23 - 2.3.1 球員/球隊與觀眾 - 24 - 2.3.2 球員與球隊 - 26 - 2.3.3 廣告主與觀眾 - 27 - 2.4 平台及觸媒策略 - 37 - 2.4.1 觸媒策略 - 37 - 2.4.2 其它平台相關文獻 - 45 - 第三章 研究方法與架構 - 46 - 第四章 NBA平台模式解析 - 48 - 4.1 觸媒社群建立 - 48 - 4.1.1 觀眾 - 49 - 4.1.2 球員 - 50 - 4.1.3 球隊 - 51 - 4.1.4 廣告主 - 52 - 4.2 訂價結構 - 53 - 4.2.1 廣告主 - 53 - 4.2.2 觀眾 - 60 - 4.2.3 球隊 - 65 - 4.2.4 免收費的各方 - 66 - 4.3 設計催化作用 - 66 - 4.3.1 觀眾與球員/球隊 - 67 - 4.3.2 觀眾與廣告主 - 72 - 4.3.3 球員與球隊 - 73 - 4.4 獲利能力 - 77 - 4.5 競爭 - 79 - 4.6 演進與實驗 - 81 - 4.6.1 賽事規則變化 - 81 - 4.6.2 訓練與戰術的變化 - 82 - 4.6.3 社群媒體的應用 - 83 - 4.6.4 新轉播技術及國際化 - 84 - 第五章 結論與建議 - 85 - 5.1 研究結論 - 85 - 5.1.1 NBA平台結構 - 85 - 5.1.2 NBA平台關鍵成功因素 - 86 - 5.1.3 我國SBL之未來走向 - 89 - 5.2 研究限制與未來研究建議 - 93 - 參考文獻 - 98 - 中文文獻 - 98 - 英文文獻 - 99 - | |
| dc.language.iso | zh-TW | |
| dc.subject | 球員 | zh_TW |
| dc.subject | 球隊 | zh_TW |
| dc.subject | 經營模式 | zh_TW |
| dc.subject | NBA | zh_TW |
| dc.subject | 職業運動 | zh_TW |
| dc.subject | 平台策略 | zh_TW |
| dc.subject | 平台 | zh_TW |
| dc.subject | 觀眾 | zh_TW |
| dc.subject | 廣告主 | zh_TW |
| dc.subject | Advertiser | en |
| dc.subject | Business Model | en |
| dc.subject | NBA | en |
| dc.subject | Platform Strategy | en |
| dc.subject | Platform | en |
| dc.subject | Audience | en |
| dc.subject | Professional Sports | en |
| dc.subject | Professional Player | en |
| dc.subject | Franchise | en |
| dc.title | 職業運動聯賽經營模式的平台分析-以NBA為例 | zh_TW |
| dc.title | Platform Analysis of Business Model of Professional Sports-The Case of NBA | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 103-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 練乃華(Nai-Hwa Lien),魏資文(Zi-Wen Wei) | |
| dc.subject.keyword | 職業運動,經營模式,NBA,平台策略,平台,觀眾,廣告主,球員,球隊, | zh_TW |
| dc.subject.keyword | Professional Sports,Business Model,NBA,Platform Strategy,Platform,Audience,Advertiser,Professional Player,Franchise, | en |
| dc.relation.page | 101 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2015-08-17 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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