A Study on Marketing Strategies of Sport Tournaments－An Example of Marketing the Super Basketball League by Han Chuang Bros Sports Company

• Main Authors: Liou Wen-Jiou, 劉文君
• Other Authors: Shang-Hsing Hsieh
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/gfbjqe

碩士 === 育達商業科技大學 === 行銷與流通管理所 === 101 === With approximately 2.66 million participants, basketball ranks fifth among the Taiwanese favorite types of sports (Chen, 2000). Basketball has many speetators and is covered heavily in the media; the electronic media accounts for 10.2% and the print media accounts for 24.1% (Hu Youwei et al, 1999). According to both the players and the fans, there are a considerable number of participants in basketball. It is certain that there is developing potential in Taiwanese basketball marketing. The purpose of this study was to understand the operation and development of one of the basketball companies. It mainly explores how Han Chung Bros. Sports Company effectively utilizes marketing tools to conduct its marketing strategies in the Super Basketball League tournaments. In addition, it analyzes and researches questions like “how to utilize the marketing tools”. Yin (1994) pointed out the research methods, which are experiment, research, archival records analysis, historical research and the case study method. The case study method is the most appropriate one to interpret, which emphasizes the research issues of “how” and “why” (Translated by Shang Jung-An, 2001). As a result, this dissertation adopted the case study method, literature analysis and analysis of in-depth interviews. The study attempts to understand the planning and implementation of marketing strategies and promotion of SBL tournaments. Therefore, we will conduct in-depth interviews on marketing- related staff in the company.The achievements of the research expects to provide specific recommendations in marketing strategies for athletic competition in the Taiwanese market. Through the analysis of the interview results, it was discovered that Han Chung Bros. Sports Company creates a set of systematic propaganda for SBL marketing practices. The slogan "No Bros, No Fun!" is expected to increase the willingness of the audience to watch basketball games and to promote the idea that SBL is a healthy organization and an interesting event. The marketing strategy of Han Chung Bros. Sports Company focuses mainly on "nine kinds of evolution" with different communication tools to develop marketing strategies, including TV broadcasts, public service activities, the Internet, and other strategies which attract more customers.