以商業模式理論探討我國甲組成棒賽事未來發展

Abstract

臺灣業餘甲組成棒賽事為成棒選手展現自我的最佳舞台，除了是我國銜接學生棒球到職業棒球的重要橋梁外，更是我國成棒代表隊的重要人才庫，可謂為我國棒球人力養成及發展之重要階段。然而就現今甲組成棒發展中卻因關注度低、選手就業沒有保障等相關問題，使得臺灣業餘成棒發展受到嚴峻的挑戰。 本研究旨在探討我國甲組成棒現況以及未來發展，以Osterwalder & Pigneur於2010年所提出的商業模式理論作為基礎，並採用深度訪談法來了解臺灣甲組成棒賽事現況以及未來可能的發展方向。 而本研究結果得出，甲組成棒賽事在未來發展下應側重:「政府單位」、「企業」、「職棒」、「第三方行銷單位」、「中華民國棒球協會」等四位關鍵合作伙伴;「球場」、「資金」、「甲組成棒球員」等三項關鍵資源; 「特定球員的球迷」、「棒球本質迷」、「青年學子」、「母企業員工」、「青朋好友」、「親朋好友」以及「開發一般民眾為目標客群」等七項目標客群;「創造球隊間話題性」、「社會隊自主成立聯賽」兩項關鍵活動;「媒體露出」、「賽事轉播」等兩項通路;「社群平台經營」以及「與基層球員互動」兩項顧客關係;「奮戰不懈」、「推廣棒球運動」、「國內棒球發展地位」三項價值主張，金流部分則包含「企業贊助」、「門票收入」、「周邊產品」等三項收益以及「球隊經營費用」、「賽務費用」、「行銷費用」等三項成本結構。最後再根據各項要素的權重，提出甲組成棒賽事未來短、中、長期應發展策略，包含「釐清關鍵伙伴以及目標客群」、「確定關鍵資源以降低成本結構，架設通路觸及目標客群」以及「搭配價值主張籌組關鍵活動，顧客關係維護，增加收益流」。期待本研究結果能做為未來甲組成棒賽事主事者經營之參考依據。

The Taiwan Amateur Baseball Tournament was the best stage for adult baseball players to show themselves. In addition, It considered an important bridge connecting student baseball to professional baseball in our country, it was also an important talent pool for Chinese Taipei baseball team to recruit their players. However, the current development of Taiwan's amateur baseball team was facing several challenges, like low attention, player’s employment was not guaranteed and other related issues. This study aimed to explore the current situation and future development of Taiwan's Amateur baseball, The study used in-depth interviews and business model theory proposed by Osterwalder and Pigneur in 2010, to understand the key factors of the nine elements of Taiwan's amateur baseball Tournament development, including customer segments, value proposition, channels, customer relationships, revenue stream, key resources, key activities, key partnership and cost structure. The results of this study conclude that the future development of Taiwan Amateur Baseball Tournament should focus on: four key partners such as “Government”, “Firm”, “Professional baseball league”, “External marketing team”, “Chinese Taipei Baseball Association”; three key resources such as “Stadium”, “Money”, “Amateur baseball player”, four customer segments such as “Fans of specific baseball player”, “Baseball fans”, “Teenagers”, “Employee from firm which owns an amateur baseball team”, “Friends of amateur player”, “Developing normal citizen”, two key activities including “Creating topicality among teams” and “Establishing an Amateur Baseball League”, two channels including “Media exposure” and “Streaming” two customer relationships including “Social media” and “Interacting with young baseball players”, three value propositions including “Striving”, “Promoting baseball” , “Important part of baseball development in our country”. The cash flow part includes “Sponsorship”, “Tickets revenue”, “Merchandise” in revenue and three cost structure includes “Team running expense”, “Game expense”, “Marketing expense”. Then according each elements of business model theory to develop three stages strategies like “Figuring out key partner and customer ”, “Make sure the key resources to cost down the cost structure and build stable channel to touch customers”, “Holding key activities with value proposition, building customer relationship to increase revenue”. Expected that the conclusion could be a model for the future holder of amateur baseball tournament to follow.