職業棒球主場經營在地化之成長效益_以富邦悍將為例

Abstract

中華職棒大聯盟從成立至今已達三十個年頭，成立的初期有四個球團，但是，邁入第三十年的賽季還是只有四個球團，剛創立聯盟的時候，球團的票房持續成長多年，多家企業想加入的球團的經營，票房成長及電視轉播的權利金持續成長，隨著假球的發生，入場的觀眾及職業棒球運動產業，陷入低潮。草創初期的榮景至今未被突破。本研究將探討近年中華職棒大聯盟的主場經營模式與票房成長、行銷方式的關聯性。 本研究藉由富邦悍將在2018年認養新莊棒球場，並將所有主隊比賽場地規畫於新莊棒球場，透過一連串的球場軟、硬體改造，富邦悍將行銷資源整合、創新服務，經營在地化的球迷，讓2018年進場看球的觀眾人數成長將近20%，其他的球團在2018年的票房成績不是持平，就是票房下滑的狀態，振奮富邦悍將的經營團隊，並在2019年一樣持續全主場的經營方式。 本研究藉由亞洲其他國家的職業棒球經營模式談起，比較中華職棒大聯盟球團及富邦悍將的經營模式，藉由上課所學到的五力分析、SWOT分析、企業的經營策略、上下游的垂直、水平整合、多角化經營、經營策略活動系統圖，並使用顧客旅程地圖來訪談球迷入場的實際感受。

The CPBL has been its 30th years since its established. At the begining of its establishment,there were four teams.However, the CPBL keep in four teams in the Thirtieth years of the season. When the league was founded,the box office continued to grow for many year. Many companies want to join CPBL for team operation.But, the black gambling scandal occurred,the audience and the professional baseball industry got low season for many years. The record of box office on early stage has not been broken. This study will discuss relationship between localization business model of CBPL and the growth box office and marketing strategy. In this study,Fubon Guardinas adpoted zinzhuang baseball stadium as home team competion venues in 2018. Through a series stadium refurbished as similar with Castle. Fubon Guardinas integrated marketing resource, inovation services, localization fans strateagy, the number of box office grew up nearly 20% in Y2018. Box office of others CPBL teams were keep or trend down in Y2018. So Fubon Guardinas is keep localization operation model in 2019. This study is reference on the professional baseball business model in other Asian countries. And it compares the business model of the CPBL and Fubon Guardinas. Analyze The five-force analysis with professional baseball industry , SWOT analysis with Fubon Guardinas, and business strategy of vertical and horizontal integration, business strategy activity system map, and use customer journey map to interview the actual feelings of fans entering the market.