以利害關係人觀點探討樂天桃猿隊屬地經營之共享價值

Abstract

目的：全球市場成熟的職業棒球運動產業，球隊皆是以與地方連結的屬地經營制度發展，以追求與社會共好思維，創造球團獲利模式。臺灣球團近年也因樂天桃猿隊所帶起的主場經營風潮，逐漸朝向屬地經營模式。球隊若能與球迷、地方及產業相關之利害關係人互惠互利共創價值，進而推動市場成長，將有機會擺脫臺灣球團長年虧損經營的困境。因此，本研究目的旨在透過利害關係人觀點，探討樂天桃猿隊球團實施屬地經營模式的策略應用，為球隊本身與產業環境所創造之共享價值。方法：採用個案研究法，經由深度訪談、次級資料分析以及參與觀察三種研究工具，取得不同面向資料，瞭解樂天桃猿隊屬地經營發展脈絡和策略定位，試論球團與利害關係人創造之共享價值。訪談對象為樂天桃猿隊球團之利害關係人，包含內部的員工、球員等，及外部的球迷、地方政府、商業合作夥伴等，取得其一手觀點；再搜集研究主題相關文件，補足資料之完整性；最後研究者結合生活經驗並走訪特定場域，觀察比對訪談和文件資料之內容。結果：本研究依據資料分析結果，歸納出樂天桃猿隊球團屬地經營模式5大關鍵策略定位，包含1.主場賽事娛樂化、2.全猿主場設備升級、3.在地關係建立、4.媒體協力運用、5.提升球隊戰力。球團以5大定位執行環環相扣之策略活動達成綜效，形成縝密牢固的經營模式，因而能與利害關係人共創諸多正向共享價值，包含1.情感價值之 (1) 營造主場美好氛圍、(2) 創造激勵感、(3) 連結他人和球隊情感、(4) 促進城市凝聚力；2.功能價值之 (1) 創新經營引領聯盟、(2) 運動場館活化指標、(3) 協助城市行銷、(4) 增加贊助廣告投入、(5) 與其他產業開拓新商機、(6) 球隊品牌效應、(7) 附加價值製造、(8) 執行度高、(9) 健全組織管理；3.社會價值之 (1) 塑造良好地方關係、(2) 增進基層運動發展、(3) 建立人脈管道、(4) 結識同好平台。結論：樂天桃猿隊以營利為目標，建立獨有的屬地經營模式，實踐「桃猿挺桃園」價值主張，不但為球隊製造競爭利基，也引起其他球隊仿效，為臺灣職棒產業開創永續發展的機會，是達成共享價值理想的先行者。然而因臺灣職棒市場仍屬小眾，且經營球團具高投資需求，樂天桃猿隊除了要能面對鞏固經營模式的各種挑戰，還需所有球隊一起追求環境共好，市場擴大才得以有獲利可能，因此本研究最後就研究所得向樂天桃猿隊球團，以及中職其他球隊皆提出經營參考建議，期能為臺灣職棒產業共創健全之路有所貢獻。

Purpose: Most mature professional sports markets around the world were developed based on the community engagement business model, in which sport teams generate profits through creating the common good with the communities. In Taiwan, teams of the Chinese Professional Baseball League (CPBL) have also utilized community engagement strategies to expend their businesses in recent years, and the Rakuten Monkeys was the leader of this trend. If teams in CPBL could create the shared value with their stakeholders such as team fans, the communities, and business partners with the community engagement businesses model to ignite the market growth, it will be an opportunity to eliminate teams’ operational losses for years in Taiwan. In the light of this, the purposes of this study are to explore the context and strategies of the Rakuten Monkeys’ community engagement business model; and the shared value created through the perspective of their stakeholders. Methods: This research applied the Case Study Method, and adopted 3 research instruments for data collection, including Semi-structured Interview, Secondary Documents Collection, and Participant Observation. The subjects of the interview included the Rakuten Monkeys' internal stakeholders such as employees and players etc., and the representatives from external stakeholders such as fans, the local government, and business partners etc. In order to collect relevant documents as a supplementary to the data, and researcher also included her life experience and visited specific fields to observe and compare the contents of the interviews and documents. Results: Data Analysis was conducted to extract 5 core strategies of Rakuten Monkeys’ community engagement business model, including 1. Home games entertainment, 2. Home court equipment upgrade, 3. Community relationships establishment, 4. Media collaboration, 5. Team capability enhancement. The team utilized 5 core strategies to create different activities, and those activities fit and reinforce one another to achieve synergy, and established an indestructible system. Therefore, the team created lots of shared value with their stakeholders including 1. Emotional value, (1) bringing a great atmosphere at home game, (2) creating excitement, (3) building an emotional bond with other people and the team, (4) enhancing city cohesion; 2.Functional value, (1) establishing an innovative business model to lead the league, (2) establishing a benchmark for home court improvement, (3) supporting the city’s promotion, (4) increasing the possibility of sports sponsors, (5) exploring new business opportunities with other industries, (6) creating team brand asset effects, (7) providing added value, (8) ensuring high execution capability, (9) improving organizational management; 3.Social value, (1) establishing a profound relationship with the community, (2) developing grassroots baseball, (3) building up network and connections of contacts, (4) building a baseball-loving community. Conclusion: With the profits in mind, Rakuten Monkeys established an unique community engagement business model. The team implemented the value proposition of 'the Monkeys (the city name homophonic in Mandarin) support Taoyuan City', it not only created a competitive advantage for itself, but also inspired other teams in CPBL to follow creating a promising future for the baseball industry in Taiwan. The Rakuten Monkeys is a pioneer in achieving the ideal of shared value. However, the team continues to face various challenges in consolidating its business model due to the fact that professional baseball market in Taiwan is still a limited, and the cost of operating a baseball team is tremendously high. The opportunity of making profit is only possible if all the other CPBL teams have common good thoughts that could potentially help the market to grow. With the practical suggestions for the Rakuten Monkeys and other teams in CPBL, it is expected that the current study contributes to the sustainability of the professional baseball industry in Taiwan.