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政大機構典藏 > 商學院 > 經營管理碩士學程EMBA > 學位論文 > Item 140.119/152540

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152540

Title:	台灣職業運動啦啦隊經營與行銷模式-以樂天桃猿為個案研究 Business and Marketing Models of Professional Sports Cheerleading Team in Taiwan – A case Study of Rakuten Monkeys
Authors:	羅國松 Lo, Kuo-Song
Contributors:	鄭至甫 Zheng, Zhi-Fu 羅國松 Lo, Kuo-Song
Keywords:	樂天桃猿啦啦隊在地化經營商業模式行銷策略 Rakuten Monkeys Rakuten Girls Localized operations Business models Marketing strategy
Date:	2024
Issue Date:	2024-08-05 12:39:08 (UTC+8)
Abstract:	本研究探討台灣職業運動啦啦隊的經營與行銷模式，特別是樂天桃猿的案例。研究目的在於了解啦啦隊如何通過創新行銷策略和多元化經營模式來吸引和凝聚球迷，提高球隊的財務穩定性和獲利能力，貫徹「超越勝負的感動」的經營精神。研究方法包括產業分析、個案研究和問卷調查，旨在全面解析樂天桃猿啦啦隊的成功經驗。研究結果顯示，樂天桃猿通過在地化經營、創新應援模式、品牌合作和多樣化市場開發，成功提升了球迷的參與度和品牌忠誠度，並創造了顯著的商業收益。研究結論強調啦啦隊在職業運動中的重要角色和影響，並提出對其他體育職業球團和娛樂產業的借鑒價值，以促進職業運動產業的創新與發展。 This study explores the business and marketing models of professional sports cheerleading teams in Taiwan, particularly focusing on the Rakuten Monkeys case. The research aims to understand how cheerleading teams use innovative marketing strategies and diversified business models to attract and engage fans, enhancing the team's financial stability and profitability while embodying the management spirit of "Beyond the outcome of a Game." The research methods include industry analysis, case studies, and surveys, aiming to comprehensively analyze the successful experience of the Rakuten Monkeys cheerleading team. The results show that through localized operations, innovative cheering models, brand cooperation, and diversified market development, the Rakuten Monkeys have successfully increased fan engagement and brand loyalty, generating significant commercial profits. The research concludes by emphasizing the important role and impact of cheerleading teams in professional sports and providing valuable insights for other sports teams and the entertainment industry to promote innovation and development in the professional sports industry.
Reference:	1. 天下雜誌：4年新品牌，擊敗31年老大！Lamigo桃猿揮出第一名 https://www.cw.com.tw/article/5066770 2. 運動視界：中職邁向國際的台式應援與啦啦隊！其他國家的棒球也有啦啦隊與應援曲嗎？ https://www.sportsv.net/articles/108478 3. 天下雜誌：Lamigo桃猿　揮出第一名 https://www.cw.com.tw/article/5066756 4. 商業週刊：經典賽嬌點》MIT棒球啦啦隊，怎靠B咖精神紅上美國大聯盟？應援經濟崛起大解密 https://www.businessweekly.com.tw/focus/indep/6010397 5. 商業週刊：跨界行銷」如何讓中職最小咖，五年變身全台最賺錢球隊？ https://www.businessweekly.com.tw/management/blog/22446 6. 商業週刊：MBA領隊　如何讓桃猿摘職棒冠軍？ https://www.businessweekly.com.tw/archive/Article/Index?StrId=56343 7. 商業週刊：中職總冠軍戰，一張票1200元，為什麼貴的很值得？ https://www.businessweekly.com.tw/careers/blog/9754 8. 報導者：啦啦隊愈紅，運動本業恐愈虛──台灣職業運動走向內容農場化？ https://www.twreporter.org/a/saturday-features-long-game-rethinking-cheerleading-culture 9. 民視新聞網-專題報導：看棒球還是在看「她」？比球員更具聲量的啦啦隊文化 https://www.ftvnews.com.tw/news/detail/2023721W0164?utm_source=yahoo&utm_medium=InArticl
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 111932090
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111932090
Data Type:	thesis
Appears in Collections:	[經營管理碩士學程EMBA] 學位論文

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