| Summary: | 碩士 === 國立體育學院 === 體育研究所 === 91 === The Study Of The Brother Elephants Baseball Club Fans’ Sport Participation And Satisfaction To The marketing strategies of The Brother Elephants Baseball Club
ABSTRACT
The purpose of the study were:(1) to examine the sport participation of the Brother Elephants Brother Club fans;(2) to understand the reasons why the fans choose to support the team;(3) to examine the satisfaction of the fans towards the marketing strategies of the Brother Elephants Brother Club;(4) to compare the difference of sport participation among the fans with different demographic backgrounds;(5) to examine if different demographic background would influence fans’ choice to support the team;(6) to compare the difference among the fans of their satisfaction towards the marketing strategies of the club with different demographic backgrounds. There were 443 subjects drawn from the audiences favoring the Brother Elephant Brother Club and watching its games. All the subjects were administered “The Questionnaire of Sport Participation,”“The Supporting Factors Inventory of the Brother Elephants Brother Club’s Fans,”“The Satisfaction Inventory of the Fans.”Moreover, interviewing the president of the Brother Elephant Brother Club, Mr. Jui-Ho Hong, was conducted with“The List in Marketing Strategies of the Brother Elephants Brother Club,”which was composed by the researcher. Independent sampled t-test, one-way ANOVA, and chi-square test were conducted. The findings of the study were as follows:
1.The Brother Elephants Brother Club fans are mainly non-student adults and students. The focus of its product is “limited quantity and diversity, with a practical and a memorial.” The pricing is based on the cost. Products are available at the baseball stadium, the official web site, the product department, and also at the Brother Hotel. The strategies for promotion are through TV forecasting, charity events, campus tours, the official web site, as well as member press.
2.Most of the fans are male, with age ranging from 16 to 25 .The majority of the fans are college-graduated. Students are the major population. Most of the fans are from the North of the Taiwan, however, those from the middle and the south of Taiwan couldn’t be ignored. And generally speaking, the average income of most fans is below NT 10,000 per month.
3.The participants of the Brother Elephants Baseball Club are mostly light users who watch baseball games one to ten times in a year.
4.There were significant differences among the Brother Elephant Baseball Club’s fans with different resident areas and incomes per month.
5.There were significant differences of the choice to support the team among different ages, education and resident areas.
6.There were significant differences among the satisfaction to marketing strategies among different ages, education and resident areas.
7.There were significant differences of the choice to support the team among groups only with the factor “admirable characteristics and performance.”
8.No significant differences of satisfaction were found among different sport participation groups.
According to the study and the above conclusions, two major suggestions were made:
1.The application of the results to the Brother Elephant Baseball Club:
(1) Apply different marketing strategies to enhance the frequency of consumers’ participation.
(2) Change marketing strategies of season tickets.
(3)Offer package tickets to attract young fans.
(4)Increase the number of the campus tours of senior high schools.
2.The suggestions for further research were:
(1) Revise sport participation inventory.
(2) Further understanding to indirect users and media users.
(3)Make comparison among different professional baseball teams.
Key words:Sport Participation、 Brother Elephants Baseball Club、fans、marketing strategies
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