中華職棒La New球團與Lamigo球團現場促銷活動比較研究
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2017
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中華職棒La New球團與Lamigo球團現場促銷活動比較研究
2017年6月
研 究 生：陳湙東
指導教授：林伯修
中文摘要
本研究之目的在以銷售促進理論比較分析La New與Lamigo時期「現場促銷活動」策略之異同。研究方法包括文件分析法以及半結構式深度訪談Lamigo副領隊與中華職業棒球大聯盟秘書長，共兩人。研究結果發現：
一、La New與Lamigo球團現場促銷活動相同之處:
(一)兩球團皆以加入會員，送精美贈品吸引球迷辦理球隊會員卡。(二) 兩球團都以自家產品或是結合其他贊助廠商產品來舉辦抽獎活動，曝光自家產品以及其他贊助廠商的產品為主。(三)兩球團折扣優惠方式，多以例行賽套票以及持會員卡，九折優惠購買球團商品，與母企業折扣優惠策略聯盟。(四) 皆以家庭、資深球迷以及弱勢團體的族群來設定為球團的特定對象。(五)皆以非價格導向現場促銷活動為主。
二、La New與Lamigo現場促銷活動差異之處:
(一)在特殊主題方面，La New舉辦的特殊主題較為單調，Lamigo則呈現多元；在時機的安排上，La New多選在平日，Lamigo則為週末假日。(二) Lamigo所舉辦的娛樂活動，雖然許多承襲自La New時期，現場促銷活動類型大致相同，但活動內容卻不一樣。
結論: 一、La New現場促銷活動策略為「優惠促銷」。在現場促銷活動的執行面，除了啦啦隊、煙火、主場所販賣的食物等為La New熊隊創新之外，其他皆以母企業與臺灣其他球隊雷同，也可謂是「依樣畫葫蘆促銷策略」。
二、Lamigo現場促銷活動策略則為「歡樂氣氛促銷」，結合日本與韓國啦啦隊的經驗並融合成現今的猿風加油風格，帶領球迷一起歡樂唱跳，追求超越勝負的感動。
關鍵字：La New熊、Lamgio桃猿、現場促銷活動、中華職棒
A comparative study of La new and Lamigo game day promotion. June, 2017 Author: Chen, Yi-Dong Advisor: Lin, Po-Hsiu Abstract The main porpose in this paper is trying to find out the different ,which called "game-day-promotion" ,between La New and Lamigo by using the Promotive Selling Theory view. The method include Site Participate Observations , collecting paper data and semi-structured interview.The result show the following points : First, the same place: 1. La New and Lamigo organization are joined by members of the way, and attract fans by send fine gifts for team membership card. 2. La New and Lamigo are featured on their own products or in combination with other sponsor products, with the aim of increasing exposure to their own products and other sponsor products. 3. La New and Lamigo organization discounts way : a routine package and membership card has 10% discount for buy organization products, and these all with the parent company discount preferential policy alliance. 4. La New and Lamigo organization are targeted at the family, senior fans, and disadvantaged groups. 5. La New and Lamigo live promotions are non-price-oriented nature of the main. Second, the difference between the two: 1. La New and Lamigo show great differences on special topics. La New's special theme is more monotonous, and Lamigo is presented multiple. At the timing of the arrangement, La New was chosen on weekdays and Lamigo was a weekend holiday. 2. Lamigo's entertainment activities, mostly followed by La New period, although the species is roughly the same, but the activities are different. In conclusion: First, La New live promotions were "Offer - promotion strategy".implementation other live promotions, in addition to cheerleading, fireworks, home selling food is La New Bears innovation, most of them are their own parent companies and other teams in Taiwan are similar. Can be described as "Follow-Suit promotional strategy." Second, Lamigo live promotions were "Happy-Atmosphere promotion strategy". Combined with the experience of Japan and South Korea cheerleaders and integration into the Ape-style, and to lead the fans together to sing and joy, pursuit the touched whcih beyond the outcome. Key word：La new bear,Lamgio monkeys,Chinese Professional Baseball,game day promotions.
A comparative study of La new and Lamigo game day promotion. June, 2017 Author: Chen, Yi-Dong Advisor: Lin, Po-Hsiu Abstract The main porpose in this paper is trying to find out the different ,which called "game-day-promotion" ,between La New and Lamigo by using the Promotive Selling Theory view. The method include Site Participate Observations , collecting paper data and semi-structured interview.The result show the following points : First, the same place: 1. La New and Lamigo organization are joined by members of the way, and attract fans by send fine gifts for team membership card. 2. La New and Lamigo are featured on their own products or in combination with other sponsor products, with the aim of increasing exposure to their own products and other sponsor products. 3. La New and Lamigo organization discounts way : a routine package and membership card has 10% discount for buy organization products, and these all with the parent company discount preferential policy alliance. 4. La New and Lamigo organization are targeted at the family, senior fans, and disadvantaged groups. 5. La New and Lamigo live promotions are non-price-oriented nature of the main. Second, the difference between the two: 1. La New and Lamigo show great differences on special topics. La New's special theme is more monotonous, and Lamigo is presented multiple. At the timing of the arrangement, La New was chosen on weekdays and Lamigo was a weekend holiday. 2. Lamigo's entertainment activities, mostly followed by La New period, although the species is roughly the same, but the activities are different. In conclusion: First, La New live promotions were "Offer - promotion strategy".implementation other live promotions, in addition to cheerleading, fireworks, home selling food is La New Bears innovation, most of them are their own parent companies and other teams in Taiwan are similar. Can be described as "Follow-Suit promotional strategy." Second, Lamigo live promotions were "Happy-Atmosphere promotion strategy". Combined with the experience of Japan and South Korea cheerleaders and integration into the Ape-style, and to lead the fans together to sing and joy, pursuit the touched whcih beyond the outcome. Key word：La new bear,Lamgio monkeys,Chinese Professional Baseball,game day promotions.
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Keywords
La New熊, Lamgio桃猿, 現場促銷活動, 中華職棒, La new bear, Lamgio monkeys, game day promotions, Chinese Professional Baseball