職業棒球隊促銷策略之研究-以LaNew熊AllForFans為例

• Main Author: 陳杰成
• Other Authors: 鄭志富
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/pdjeq9

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所在職碩士班 === 97 === The research was to find the satisfaction of baseball audience who came to the stadium for games after La New Bears Professional Baseball Team carried out the marketing plan: All for Fans, and further to discover whether or not the plan could increase the team’s purchasing sales. The subjects of this study were 1050 participants who answered to a questionnaire concerning the satisfaction of promotion strategies and purchasing intention concerning La New Bears Professional Baseball Team Marketing Slogan: All for Fans. The Statistics methods used in this research were descriptive statistics, t-test, One-way ANOVA. The results are as follows: 1. Among the spectators, most of them were males, 21-30 years old, junior college students, with monthly income less than NT$15,000 dollars, and fans supporting La New Bears baseball team. 2. As for the satisfaction with La New Bears All for Fans, the result indicated that on-site spectators showed the greatest degree of satisfaction. 3. As for purchasing intention value, spectator responses show that Kaohsiung fans more expected to purchase the product. It can be judged from the result that La New Bears enjoyed a great success in the marketing strategies. 4. The result showed that spectators of the variants in gender, age, education, monthly income, and fans status of La New Bears baseball team had a significant influence on La New Bears Marketing Plan: All for Fans. Regardless of members always satisfy the series on La New Bears promo activity. 5. As for product purchasing intention of spectators with different variants after La New Bears carried out All for Fans, spectators of the variants in gender, age, education background, monthly income, and fans status of La New Bears baseball team had a significant influence, and to hold fans activity it also influence fans purchasing intention. According to the study, there is a close relationship between the fans satisfaction degree and the promotional activities of La New Bears’ All for Fans, and the degree of the fans’ purchasing willingness, it also increase the product selling. Therefore, suggest La New Bears attach importance to promotion activity, and providing perfect services, and known the fans needs. Moreover, development local fans managing to increase the enterprise performance.