| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 96 === To get advantage in competition and to attract the target market efficiently, managers of professional sports should use modern management conceptions, thus, marketing becomes an important issue. For the sustainable development of professional sports, sport teams should mold their images and make the proper marketing strategies to get the profit via market research tools, such as remarket segmentation, choosing the target market and market position. In view of the background above, this study took Taiwan Beer Basketball Team as the case. The purposes of this study were to understand the team’s market analysis and market position, to figure out how they plan the marketing strategies and to discuss the ways they execute their marketing activities. This study used qualitative research method so the researcher interviewed Taiwan Beer Basketball Team’s marketing programmers via semi-standardized questionnaire. The results were as follows:
1.The organization of Taiwan Beer Basketball Team was not well-structured yet, and it still needs to be improved. The marketing budget was limited; therefore, they still need to seek more sponsors actively to breakeven.
2.Taiwan Beer Basketball Team’s market analysis only focused on fan’s personal factors, but lacks the whole market factors.
3.The image of this team is “Attitude” and it connected with team strongly, which made it unique than any other teams.
4.Taiwan Beer Basketball Team framed various marketing and public relationship strategies. It exposed often via entertainment programs and many school special promotion activities to expand the numbers of their fan.
5.Taiwan Beer basketball team’s marketing benefit evaluation only focused on some internal data, such as the numbers of spectators and the sales, thus it could not evaluate the whole benefits well.
6.The main difficult of Taiwan Beer Basketball Team was the small size of the whole fan market, so they should put more effort to pack the game and the awareness of SBL games.
According to the results, the researcher suggests that the team should specific the marketing unit’s job, to expand its budget source, use more academic factors to evaluate effectively, use media channels to attract potential audiences, enhance the management of the club to get more fans and establish the unique segment of other competition teams.
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