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題名 都市行銷與運動行銷結合之研究-以中華職棒為例
作者 李柏陞
貢獻者 陳建維
李柏陞
關鍵詞 屬地主義
屬地權
運動行銷
品牌忠誠度
日期 2008
上傳時間 8-Dec-2010 13:40:49 (UTC+8)
摘要 在國內職棒市場一片低迷時，屬地權的經營成了球團拓展球迷的策略之一，目前中華職棒聯盟中的統一獅、興農牛及La New 熊皆選定單一城市做為主場城市，並積極耕耘主場城市內的球迷。本研究主要目的為探討球團的屬地權經營及和地方培養的關係是否對建立球迷的忠誠度有所影響。
本研究以中華職棒中的興農牛隊為例，在電子佈告欄(BBS)中的棒球板發放網路問卷，以及至台中棒球場發放實體問卷的方式獲取資料，藉以分析探討球隊屬地權的經營、球員的可親性及球隊與地方之關係(與地方政府的品牌聯盟及主場城市居民參與感)對球隊滿意度認同感以及屬地聯想的影響，進一步了解對球隊忠誠度的影響，最後將球迷樣本分為台中球迷與非台中球迷來探究球隊的屬地權經營對於主場城市內外的球迷在忠誠度上是否有所不同。
研究結果顯示：在以整體興農牛迷為樣本下，球迷的滿意度會受到球隊屬地權經營之行銷努力及球員可親性的正向影響。認同感的部分，會受到屬地權行銷努力、球員的可親性及球隊與地方政府的品牌聯盟正向的影響。球迷對球隊的屬地聯想則會受到屬地權的行銷努力、球隊與地方政府的品牌聯盟及主場城市居民參與感正向的影響。而球員的可親性、主場城市居民參與感、球迷的滿意度、認同感及屬地聯想都會對忠誠度有正向的影響。此外，球隊的各種屬地權經營作為會使得認同感、屬地聯想、球員的可親性及主場城市居民參與感對主場城市球迷的忠誠度影響程度強過非主場城市內球迷知忠誠度。
從研究結果發現，球隊的屬地權經營確實隊主場城市內球迷的忠誠度有其影響力，所以利用屬地權的經營來培養球迷的忠誠度是可以被期待的。研究最後也提出管理意涵供各球團將來在進行屬地權經營時可參考的一些意見，並提出往後對此領域有興趣的研究者未來的研究方向。
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描述 碩士
國立政治大學
國際經營與貿易研究所
96351032
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096351032
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 李柏陞zh_TW
dc.creator (作者) 李柏陞zh_TW
dc.date (日期) 2008en_US
dc.date.accessioned 8-Dec-2010 13:40:49 (UTC+8)-
dc.date.available 8-Dec-2010 13:40:49 (UTC+8)-
dc.date.issued (上傳時間) 8-Dec-2010 13:40:49 (UTC+8)-
dc.identifier (Other Identifiers) G0096351032en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/49551-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 96351032zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 在國內職棒市場一片低迷時，屬地權的經營成了球團拓展球迷的策略之一，目前中華職棒聯盟中的統一獅、興農牛及La New 熊皆選定單一城市做為主場城市，並積極耕耘主場城市內的球迷。本研究主要目的為探討球團的屬地權經營及和地方培養的關係是否對建立球迷的忠誠度有所影響。
本研究以中華職棒中的興農牛隊為例，在電子佈告欄(BBS)中的棒球板發放網路問卷，以及至台中棒球場發放實體問卷的方式獲取資料，藉以分析探討球隊屬地權的經營、球員的可親性及球隊與地方之關係(與地方政府的品牌聯盟及主場城市居民參與感)對球隊滿意度認同感以及屬地聯想的影響，進一步了解對球隊忠誠度的影響，最後將球迷樣本分為台中球迷與非台中球迷來探究球隊的屬地權經營對於主場城市內外的球迷在忠誠度上是否有所不同。
研究結果顯示：在以整體興農牛迷為樣本下，球迷的滿意度會受到球隊屬地權經營之行銷努力及球員可親性的正向影響。認同感的部分，會受到屬地權行銷努力、球員的可親性及球隊與地方政府的品牌聯盟正向的影響。球迷對球隊的屬地聯想則會受到屬地權的行銷努力、球隊與地方政府的品牌聯盟及主場城市居民參與感正向的影響。而球員的可親性、主場城市居民參與感、球迷的滿意度、認同感及屬地聯想都會對忠誠度有正向的影響。此外，球隊的各種屬地權經營作為會使得認同感、屬地聯想、球員的可親性及主場城市居民參與感對主場城市球迷的忠誠度影響程度強過非主場城市內球迷知忠誠度。
從研究結果發現，球隊的屬地權經營確實隊主場城市內球迷的忠誠度有其影響力，所以利用屬地權的經營來培養球迷的忠誠度是可以被期待的。研究最後也提出管理意涵供各球團將來在進行屬地權經營時可參考的一些意見，並提出往後對此領域有興趣的研究者未來的研究方向。		zh_TW
dc.description.tableofcontents 第一章 緒論
第一節 研究背景與動機........................................................ 1
第二節 研究目的.........................................................3
第三節 研究流程.........................................................4
第二章 文獻回顧
第一節 運動行銷.........................................................5
第二節 屬地權.........................................................8
第三節 消費者認同........................................................15
第四節 消費者滿意度........................................................22
第五節 品牌忠誠度........................................................25
第三章 研究方法
第一節 研究架構........................................................30
第二節 研究假設........................................................31
第三節 研究設計........................................................37
第四節 研究方法........................................................46
第四章 研究結果
第一節 基本資料敘述統計........................................................49
第二節 信度與效度分析........................................................51
第三節 迴歸分析........................................................56
第四節 假設檢驗........................................................82
第五章 結論與建議
第一節 研究發現與結論........................................................86
第二節 管理意涵........................................................91
第三節 研究限制........................................................93
第四節 後續研究建議........................................................94
參考文獻........................................................96
附錄
問卷 ......................................................102		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096351032en_US
dc.subject (關鍵詞) 屬地主義zh_TW
dc.subject (關鍵詞) 屬地權zh_TW
dc.subject (關鍵詞) 運動行銷zh_TW
dc.subject (關鍵詞) 品牌忠誠度zh_TW
dc.title (題名) 都市行銷與運動行銷結合之研究-以中華職棒為例zh_TW
dc.type (資料類型) thesisen
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