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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃俊堯(Chun-Yao Huang) | |
dc.contributor.author | Fang-Wei Thye | en |
dc.contributor.author | 戴芳薇 | zh_TW |
dc.date.accessioned | 2021-06-16T09:25:46Z | - |
dc.date.available | 2017-07-20 | |
dc.date.copyright | 2017-07-20 | |
dc.date.issued | 2017 | |
dc.date.submitted | 2017-06-08 | |
dc.identifier.citation | Aaker, D. (1991), “Managing brand equity: Capitalizing in the value of a brand name”. New York: Free Press.
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/59500 | - |
dc.description.abstract | Though China has globalized most of its industries, the professional sports leagues industry is still far from commercialization. Outstanding sportsmen and sportswomen are trained to achieve successful results on the world stage. One example is the China Women’s Volleyball team; the team won a gold medal in Olympic Games RIO 2016. This study uses the case study research strategy to examine the Chinese Volleyball League (CVL) that was established in 1996 and yet has remained operation under the state-run system. By applying traditional sports management strategies, marketing tactics with the assistance of social media and mobile technology, a plan is developed to expand the Volleyball community in the country. In addition, systems are developed to help generate revenues so as to ensure the sustainability and continuous development of talented athletes, coaches and development of the sport.
The IREAN Group was appointed as the business operation partner of CVL from 2016 – 2017 season. During a ceremony, the Chinese Volleyball Association (CVA) and IREAN Group announced plans for reformation and business development. The announcement implied that the CVL is moving towards commercialization. With the reform initiative, this thesis hopes to provide suggestions or opportunities for development managers, officers of the Chinese Volleyball Association (CVA) as well as management personnel of professional teams. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T09:25:46Z (GMT). No. of bitstreams: 1 ntu-106-R04749032-1.pdf: 2204843 bytes, checksum: 91fa880d1ce0698fc0fc48156853922c (MD5) Previous issue date: 2017 | en |
dc.description.tableofcontents | AN ABSTRACT OF THE THESIS PAPER I
TABLE OF CONTENT II LIST OF ABBREVIATIONS IV LIST OF FIGURES V LIST OF TABLES VI 1 INTRODUCTION 1 1.1 OBJECTIVE OF THE STUDY 1 PURPOSE OF THE STUDY 1 1.2 MOTIVATION OF THE STUDY 2 2 LITERATURE REVIEW 3 2.1 ECONOMICS OF PROFESSIONAL SPORTS LEAGUES 3 2.1.1 Factors That Affect the Economic size 4 2.2 PROFESSIONAL SPORTS LEAGUES MARKETING 6 2.2.1 Social Media Marketing 6 2.2.2 Branding 7 2.3 PORTER’S 5 FORCES 13 3 METHODOLOGY 17 3.1 RESEARCH STRATEGY: CASE STUDY 17 3.2 RESEARCH METHODS 18 3.3 DATA COLLECTION 18 4 CASE STUDY 20 4.1 PROFESSIONAL SPORTS LEAGUES GLOBALLY 20 4.1.1 Outlook 22 4.2 SPORTS MARKET IN CHINA 23 4.3 TURKISH PROFESSIONAL VOLLEYBALL LEAGUE 25 4.3.1 Commercial opportunities created by Zhu Ting 25 4.3.2 Turkish Volleyball VS Chinese Volleyball League 27 4.4 CHINESE VOLLEYBALL LEAGUE 29 4.4.1 What differential volleyball from the other sports in China 29 4.4.2 Background and History 30 4.4.3 Porter’s Five Forces Analysis 31 4.4.4 Current Systems 36 4.5 PROBLEMS ASSOCIATED WITH THE LEAGUE 44 4.5.1 Low Attention Given To The Sport 44 4.5.2 Low Participation Rate 47 4.5.3 Inactive Transfer Market 49 4.5.4 Unattractive Matches 51 4.5.5 Low-Ticketing Revenue 55 4.5.6 Undervalued and Underpaid Players 60 4.6 DEVELOPMENT PLANS 61 4.6.1 Create Awareness and Increase Participation Rate 62 4.6.2 Enhance Match Attractiveness 65 4.6.3 Improve Customer Service 70 5 CONCLUSION 74 REFERENCES 76 APPENDICES 83 | |
dc.language.iso | en | |
dc.title | 中國排球聯賽商業發展規劃 (女子) | zh_TW |
dc.title | Development Plan for Commercialization of Chinese Volleyball League (Women) | en |
dc.type | Thesis | |
dc.date.schoolyear | 105-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳彥君,陳華寧 | |
dc.subject.keyword | 排球, | zh_TW |
dc.subject.keyword | Volleyball, | en |
dc.relation.page | 84 | |
dc.identifier.doi | 10.6342/NTU201700897 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2017-06-09 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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ntu-106-1.pdf 目前未授權公開取用 | 2.15 MB | Adobe PDF |
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