| Summary: | 碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 107 === Many researchers have involved in studies which are relating to cause-related sport marketing (CRSM) after this concept was mentioned in sport management filed in 2002, Nevertheless, this topic has been rarely seen in Taiwan. This study has three purposes, firstly, exploring the formation of cause activities in Chinese baseball professional league (CPBL). Consequently, understanding the relation of collaboration between CPBL and non-profit organization (NPO). Finally, comparing the view of CRSM in CPBL, NPO and fans. The research methods of this study are based on textual analysis and semi-structured interviews, and a total of 15 respondents who participated in long-term CRSM.
The first charitable activity was hosted in the first year of CPBL, that was influenced on the purpose of league establishment, and CRSM are designed in diverse strategies because of the difference of spatiotemporal environment. It is a various reason in CRSM strategies between the players and owners, the former has derived from the Confucianism that similar the altruism, the latter prefer the short-term campaign in order to establish the market segment, and built an invisible ‘platform’ through the media to attract potential sponsors. Lack of funding is the main problem during the collaboration that led to the promotion is simple, moreover, there is no official contract during their collaboration period. The suggestion is CPBL should be in the official contract with NPO so that planning and arranging the CRSM are early, in addition, to enhance opportunities for fans to participate so as to strengthen the customer relationship.
|
|---|
