| Summary: | 碩士 === 國立臺灣體育運動大學 === 體育研究所 === 101 === Taiwan's professional baseball was initiated in 1990 when the Chinese Professional Baseball League (CPBL) was established. However, in 1997, Naluwan Corporation created the Taiwan Major League (TML) comprising one company operating four teams. From then on, the two leagues strugged and competed viciously in order to survive in Taiwan’s market.
The TML did very well in the beginning, but did not last long. Due to successive scandals in Taiwanese baseball, the average attendances for both leagues plummeted dramatically. Eventually, the TML had to announce its dissolution in 2003 and merge with the CPBL.
This paper explores the vanishment of the TML, which had a unique management that encountered a series of problems during the process. Based on first-hand interviews and SWOT (Strengths, weaknesses, opportunities and threats) analysis, the research seeks to explore the factors that resulted in TML’s collapse. Finally, it provides conclusion, suggestion and introspection in an attempt to foster a sustainable management for Taiwan’s professional baseball.
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