Publication:

體驗行銷要素、體驗價值、球隊形象之相關研究─以台中威達超舜成棒隊為例

本研究旨在探討體驗行銷要素、體驗價值、球隊形象之關係，透過問卷調查方式來進行研究，以台中威達超舜成棒隊的觀眾為對象，進行便利抽樣方式，共發出200份問卷，有效問卷為186份，使用SPSS 12.0版for Windows套裝軟體運算，透過描述性統計、t檢定、單因子變異數分析、典型相關等方式進行分析，獲致下列幾項結論：

一、受訪觀眾對台中威達超舜成棒隊賽事的體驗行銷要素、體驗價值、球隊形象皆具有較正向的感受。

二、性別方面，在體驗行銷要素中的「行動體驗」及球隊形象中的「經營與行銷」達顯著差異；年齡方面，僅在球隊形象中的「經營與行銷」達顯著差異；月所得方面，僅在體驗行銷要素中的「思考體驗」達顯著差異。

三、「體驗行銷要素」與「體驗價值」之間成高度相關；「體驗價值」與「球隊形象」之間成高度相關。

依據研究結果，提供台中威達超舜成棒隊球團具體的建議，(一) 積極拓展觀賞人數，善用母企業優勢創造行銷話題；(二) 強化體驗感受，提昇觀眾的體驗價值；(三) 塑造球隊與球團的正面形象。

This research aimed at probing into the relationship of the experience of marketing elements, experience value, and team image. By using questionnaires, we took the audiences of the Taichung city VEE Baseball Team as our research groups and conducted a convenient sampling. A total of 200 questionnaires were sent out altogether, and 186 were analyzed as qualified program counter storage with SPSS12.0 for the Windows software by statistic analysis, including descriptive statistics, t-Test, one-way ANOVA and canonical correlation. The results indicated the following conclusions:

1. Taichung city VEE Baseball Team audience event elements of experience marketing elements, experience value, had a more positive team image of all the feelings.

2. There were significant differences between genders, experience marketing elements of the "Act Experience" and the team image in the "Management and Marketing". For age, only the team image "Management and Marketing," had significant differences; monthly income, the only experience marketing elements of the "Think Experience” which had significant differences.

3. There was high degree of correlation between " Experience marketing elements" and "Experience value". There was also high degree of correlation between "Experience value" and "Team image"

Suggestions were provided based on the results to Taichung city VEE Baseball Team：Expand the number of active viewing, use home advantage to create corporate marketing topics; strengthened the experience of feeling, and promote audience's experience value; shaping the team and the positive image of the pellet.