A Research of the Business strategy of the Professional Baseball Franchise：A case study of the Hokkaido Nippon-Ham Fighters

• Main Authors: CHAO, YING-CHING, 趙瑩靜
• Other Authors: WU,SHU-FANG
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/hc2r6x

碩士 === 大仁科技大學 === 休閒事業管理研究所 === 103 === The purpose of this research is to collecting information and analyze the the business strategy of the professional baseball franchise of the Hokkaido Nippon-Ham Fighters in Hokkaido. The conclusion is to be referenced for teams of the Chinese professional baseball league. To ensure credibility, author adopts document analysis method and historical method. the research discovered the following points： 1. The team actively implements the concept of franchise management,create local specialities of the team to gain Hokkaido fan's recognition, promotes the economic development of Hokkaido, and makes the team more closely link with the local population. 2. The teams have flexible marketing strategies to expand the market, expand the diversity of team fans, gain recessive fans, and let the team gradually stabilize operations. Based on the result, the research suggests the business strategy of the professional baseball franchise for the Chinese professional baseball league: 1. The marketing efforts should strategically combine local culture in order to increase fans’ sense of identification with the team. 2. Active home game marketing in order to increase fans' sense of belonging.