The Study on Social Marketing Strategy of the Development of Professional Baseball in Taiwan

• Main Authors: Jui-Yuan Chan, 詹瑞源
• Other Authors: Chang-Tai Chiou
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/14367244737717171610

碩士 === 元智大學 === 社會暨政策科學學系 === 103 === Abstract This study mainly analyzed the social marketing strategies of professional baseball teams in Taiwan and picked up from the literature of the development of Taiwan's baseball history to understand the origin and development of baseball in Taiwan. And it referred to the development courses of American and Japanese professional baseball to find similar problems encountered in the development of professional baseball in Taiwan. The method used in this study was the semi-structured in-depth interview. The main targets are the team staffs that are responsible for marketing, scholars, the staff of Chinese Professional Baseball League (CPBL) and the fans. By the interviews, I hope to understand the problems that the development of professional baseball currently faced and then analyzed and generalized the opinions of parties to provide suggestions for the future development of professional baseball. Research findings of this study are as follows: First of all, Partnership among CPBL, teams and government need to increase communication to carry out the baseball affairs more smoothly. Secondary, each team needs to do better publicity in the social welfare activities and social marketing strategies to enhance the overall image more effectively. Finally, local operation can make baseball more into people's daily lives. Key words: baseball, professional baseball, social marketing, social marketing strategy