Chia Nan University of Pharmacy & Science Institutional Repository:Item 310902800/25177
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    Title: 職棒球迷看球意願因素與主場行銷策略之關係
    Authors: 白宗易
    陳明宏
    Contributors: 休閒保健管理系
    Keywords: 職棒主場
    行銷策略
    球迷看球意願
    Date: 2010-04
    Issue Date: 2012-04-02 13:32:55 (UTC+8)
    Abstract: 本研究旨在探討職棒球迷看球意願因素與主場行銷策略之關係。本研究以量性研究方法,利用問卷調查方式收集資料。樣本抽樣方式採取方便取樣,以觀看中華職棒二十年下半季例行賽的球迷爲對象,共收集七場主場球隊比賽,260位球迷資料。結果顯示,球迷最喜歡促銷活動時機分別爲特別賽事、假日、特定節日、特別賽事,以平常日最不受球迷喜歡;在主場行銷現況分析中,以贈品類群組最受歡迎,其次爲場內行銷群組,特殊活動行銷,場外行銷活動;球迷對球團行銷策略與促銷活動了解程度高,進場球迷多數爲喜愛或從事棒球相關活動。研究建議,球團應採取以棒球運動推作爲長期行銷策略,並增加球賽的吸引。
    Appears in Collections:[Dept. of Recreation and Health-Care Management] Periodical Articles

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