Publication:

從職業運動經營探究臺灣職棒大聯盟的消逝

臺灣的職業棒球肇始於1990年成立的「中華職業棒球聯盟」。1997年，「那魯灣職棒公司」以一公司、四球隊的方式所組成的「臺灣職業棒球大聯盟」正式開打，從此臺灣的職棒市場展開兩個聯盟間的競爭與角力。

臺灣大聯盟經營初期有聲有色，但好景不常，在國內一連串職棒負面事件的影響下，票房一落千丈，臺灣大聯盟只好於2003年宣布解散，並與中華職棒聯盟合併。

本篇論文即從職業運動經營的角度，探究已消逝的第二聯盟―臺灣大聯盟的經營模式，並藉由訪談及SWOT分析，找出發展過程遭遇的問題困境，以探討其消逝的因素，最後提出結論、建議與反思，以期對職棒的永續經營有所助益。

Taiwan's professional baseball was initiated in 1990 when the Chinese Professional Baseball League (CPBL) was established. However, in 1997, Naluwan Corporation created the Taiwan Major League (TML) comprising one company operating four teams. From then on, the two leagues strugged and competed viciously in order to survive in Taiwan’s market.

The TML did very well in the beginning, but did not last long. Due to successive scandals in Taiwanese baseball, the average attendances for both leagues plummeted dramatically. Eventually, the TML had to announce its dissolution in 2003 and merge with the CPBL.

This paper explores the vanishment of the TML, which had a unique management that encountered a series of problems during the process. Based on first-hand interviews and SWOT (Strengths, weaknesses, opportunities and threats) analysis, the research seeks to explore the factors that resulted in TML’s collapse. Finally, it provides conclusion, suggestion and introspection in an attempt to foster a sustainable management for Taiwan’s professional baseball.