The growth benefits of localizations for the professional baseball home stadium operations-A Case Study on Fubon Guardians

• Main Authors: hsin-sung lin, 林信松
• Other Authors: Chia-Wei Kuo, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/5h6fc7

碩士 === 國立臺灣大學 === 事業經營碩士在職學位學程 === 107 === The CPBL has been its 30th years since its established. At the begining of its establishment,there were four teams.However, the CPBL keep in four teams in the Thirtieth years of the season. When the league was founded,the box office continued to grow for many year. Many companies want to join CPBL for team operation.But, the black gambling scandal occurred,the audience and the professional baseball industry got low season for many years. The record of box office on early stage has not been broken. This study will discuss relationship between localization business model of CBPL and the growth box office and marketing strategy. In this study,Fubon Guardinas adpoted zinzhuang baseball stadium as home team competion venues in 2018. Through a series stadium refurbished as similar with Castle. Fubon Guardinas integrated marketing resource, inovation services, localization fans strateagy, the number of box office grew up nearly 20% in Y2018. Box office of others CPBL teams were keep or trend down in Y2018. So Fubon Guardinas is keep localization operation model in 2019. This study is reference on the professional baseball business model in other Asian countries. And it compares the business model of the CPBL and Fubon Guardinas. Analyze The five-force analysis with professional baseball industry , SWOT analysis with Fubon Guardinas, and business strategy of vertical and horizontal integration, business strategy activity system map, and use customer journey map to interview the actual feelings of fans entering the market.