| 摘要: | 本研究將探討臺灣職業籃球臺北富邦勇士隊在主場的運動行銷策略之現況，亦即透過臺北富邦勇士隊在主場的「球館經營與觀眾服務」、「比賽現場氣氛營造」、「比賽相關行銷活動」等三個行銷策略構面，了解臺北富邦勇士隊主場的運動行銷策略與民眾觀賽意願之關係。本研究採用問卷調查法，結果顯示民眾肯定球團的球館經營與服務，而且民眾相當看重比賽現場氣氛的營造，特別是主場舉辦主題活動，以及比賽過程中，主場應援的特殊聲光，比賽舉辦贈品促銷活動，以及邀請開球嘉賓，或進行賽前表演活動，對觀眾而言是較佳的行銷策略。民眾認為臺北富邦勇士周邊商品的價格，還有調整空間，而且商品種類仍不足多樣性，也不一定符合潮流。另外，比賽舉辦抽獎活動的吸引力，對觀賽民眾而言是較為不足的。臺灣職業籃球臺北富邦勇士隊主場的運動行銷策略與民眾觀賽意願是正向相關的關係，行銷策略規劃良好，非常有助於提升民眾觀賽之意願。
This study explores the home sport marketing strategy of Taiwan professional basketball Taipei Fubon Braves team, that is, to explore the three aspects of marketing strategy of the home sport marketing strategy of Taiwan professional basketball Taipei Fubon Braves team, including the stadium management and services, creation of game atmosphere, related marketing activities, and to understand the relationship between the sports marketing strategy and the audience’s willingness. This study collects research samples by issuing questionnaires. The results show that audience affirms the Taipei Fubon Braves arena management and services, and the public attaches great importance to the creation of the atmosphere of the game scene, especially the theme activities held at home, as well as the special sound and light of home support during the game. Holding giveaway promotions, inviting VIP guests, or performing pre-game performances are the best marketing strategies for the audience. People believe that there is still room for adjustment in the prices of the Taipei Fubon Braves peripheral products, and that the variety of products is still not diverse enough, and they may not necessarily conform to the trend. In addition, lottery activities are relatively insufficient for the audience. Home sport marketing strategy of Taiwan professional basketball Taipei Fubon Braves team is positively correlated with the audience’s willingness. The good marketing strategy is very helpful to increase the audience’s willingness. |
