臺灣博碩士論文加值系統

　　棒球是臺灣的國球，但近幾年因假球案爆發，球迷人數銳減，導致球迷對職棒失去信心，不願意買票進場看球，使球團的收益變差，球團們也出盡奇招，吸引球迷進場看球，政府也應該伸出援手來拯救這個唯一的職業運動，也是台灣可以跟世界強權抗衡的運動，體委會曾在2008年奧運的慘敗後，提出振興棒球計畫，可是效果不如預期，假球案接連爆發，導致台灣球迷對台灣棒球失去信心，但今年的2013WBC世界棒球經典賽台灣代表隊的勇猛頑強，努力奮戰到最後一刻的精神，再一次的讓台灣人民感動，感到驕傲，吸引了不少球迷買票進球場參與中華職棒的球賽，加上今年是旅外選手的回歸潮，許多旅外的球星紛紛都加入了中華職棒各球團，增加了各球隊的強度，也增加了比賽的張力，因此有許多球迷重拾了對台灣棒球的信心，紛紛進場為台灣棒球加油，而中華職棒應需一名球員挺身為這項運動發聲，並以身作則呼籲所有球員杜絕假球，行銷中華職棒，讓台灣人民更支持與愛護這項台灣視為國球的運動，因此彰顯出職棒代言人的重要性，提升了許多。
　　本研究採取紮根理論(Grounded theory)研究法，對中華職棒聯盟及各球團之工作者做深度訪談，透過訪談記錄之整理分析與紮根理論之概念，對資料進行編碼，建構中華職棒聯盟及各球團之工作者對於年度職棒運動代言人的決策模式。本研究以理論抽樣的方式，共計訪問十位受訪者，歸納出開放編碼、主軸編碼、選擇編碼，發現如果某位球員成為年度職棒運動代言人會因為外務的增加、壓力的增加及心態的調整而影響運動表現，在球團方面會因球團裡的某位球員獲選為年度職棒運動代言人而讓球團周邊的產品銷售額提高以及票房提升讓整個球團的營利提升，球隊戰績方面會因有職棒運動年度代言人的領導及球迷熱情的支持而讓該球隊戰績大幅提升，在球團的母企業，也會因為有職棒運動年度代言人的正面宣傳效益，達到良好的企業形象，十位專家受訪者提到職棒運動年度代言人應該由台灣本土球員擔任，產生方式可以經由球迷進球場看球時用票根投票，或者在年度新秀選拔時，讓球迷經由網路票選出年度中華職棒代言人，或是在每年度明星賽票選時由獲得票數最高的球員擔任職棒運動年度代言人，十位專家受訪者提到職棒運動年度代言人的條件必須要熱愛棒球、了解職棒、具有影響力及親和力，十位受訪者提到職棒運動年度代言人的形象養成需具備眾人肯定、球迷關注、曝光度、用心和拼勁、公益活動參與及平時球團教育，十位專家受訪者提到年度職棒運動代言人是需要的，用意是為了來行銷中華職棒，提高球迷進場看球賽的支持意願。

Baseball is a national sport in Taiwan, but the match-fixing scandal broke out in recent years due to sharp drop in the number of fans, resulting in loss of confidence in professional baseball fans, they do not want to buy a ticket at the ball, gain variation of the pellets, pellets were also a style all their own way, to attract baseball fans, the Government should also lend a helping hand to save the only professional sports and can compete with the movement of world power in Taiwan, the Sports Commission revive the baseball program after the Olympics fiasco in 2008, but the results are as expected, match-fixing scandal after another outbreak, leading Taiwan Taiwanese baseball fans lose confidence. This year's World Baseball Classic 2013WBC Taiwanese representative teams brave tenacious efforts to fight to the last moment the spirit of the people of Taiwan once again touched, proud, also attracted many fans to buy tickets in Chinese Professional Baseball League in field goal game plus, and this year marks the return of players travel outside tide, many players outside the brigade joined the Chinese Professional Baseball League have all the pellets, increasing the strength of the team, but also increase the tension of the game, so there are many baseball fans regain Taiwan confidence, have come into play baseball in Taiwan, and China needs a professional baseball player should come forward for the sport sound, and set an example to prevent match-fixing appeal to all players, marketing Chinese Professional Baseball League, so that the people of Taiwan that Taiwan is more support and care regarded as the national sport movement, therefore highlights the importance of baseball spokesperson improve a lot.
The study is grounded theory (Grounded theory) research method, the Chinese Professional Baseball League and the pellets of journalists doing interviews, recorded and analyzed through interviews with the concept of grounded theory, the data were coded to construct Chinese Professional Baseball League The workers and the pellets spokesperson for the annual pro baseball decision model. In this study, theoretical sampling method, a total of ten respondents access, summed open coding, axial coding, choose the encoding and found that if a professional baseball player into an annual increase of foreign affairs spokesperson because of the pressure increase and the mentality adjustments affect sports performance, in terms pellets pellets inside because of a player elected spokesperson for the annual pro baseball and let the pellet peripheral product sales increase and upgrade the whole box office pellets profit increase, the team record aspects of a professional baseball for the year due to the leadership and spokesperson enthusiastic support of the fans and let the team record increase substantially in the parent undertaking of pellets, also because there are professional baseball annual spokesperson positive publicity benefits, to achieve a good corporate image , ten experts interviewed mentioned spokesperson year professional baseball players should be held by the Taiwanese generate ways to field goal by fans when watching with ticket voting, or Rookie of the Year selection, let the fans via the Internet by voting for the year Chinese Professional Baseball League spokesperson, or in the annual Star Game voted by the player with the highest number of votes obtained as a professional baseball annual spokesperson, ten experts interviewed mentioned conditions spokesperson year professional baseball must love baseball, understanding staff Stick with influence and affinity, ten respondents cited professional baseball cultivate the image of the annual spokesperson definitely need to have all the fans attention, exposure, intentions and competitor, charity involvement and usually pellets education, ten Experts interviewed mentioned year professional baseball spokesperson is needed, the intention is to sell Chinese Professional Baseball League in order to improve the support of the fans to watch the game entering wishes.

摘 要... i
ABSTRACT ... iii
致 謝... vi
目 錄... vii
表目錄... ix
圖目錄... x
第壹章 緒論... 1
第一節 研究動機... 1
第二節 研究目的 ... 2
第三節 研究流程... 2
第貳章 文獻探討 ... 3
第一節 棒球源起 ... 3
第二節 台灣美國日本職棒聯盟的差異... 7
第三節 行銷學中廣告的定義 ... 18
第四節 代言人定義... 18
第五節 代言人可信度... 19
第六節 曝光率與曝光效果... 20
第七節 行為決策理論概述... 20
第八節 紮根理論... 21
第參章 研究方法 ... 24
第一節 研究架構圖... 24
第二節 研究設計 ... 25
第三節 研究流程 ... 26
第肆章 個案分析與實證分析... 28
第一節 Lamigo桃猿隊... 28
第二節 統一7-ELEVEn獅隊 ... 36
第三節 兄弟象隊 ... 42
第四節 義大犀牛隊... 51
第五節 職棒代言人專家問卷 ... 59
第六節 受訪者基本資料及編碼... 77
第七節 專家問卷Nvivo10分析... 80
第伍章 結論與建議... 86
第一節 結論... 86
第二節 建議... 88
參考文獻... 89

1.王尉晉（2009），運動理念行銷策略之研究：以Adidas「街頭籃球運動」與Mizuno「高中籃球聯賽」為例，國立政治大學廣告研究所碩士論文。
2.吳建宗（2011），「廣告訴求、代言人類型對推廣核能發電之溝通效果」，國立交通大學經營管理研究所碩士論文。
3.李銀靜（2011），廣告涉入與品牌體驗對運動品牌權益之影響，國立體育學院體育研究所碩士論文。
4.林美月(2008)，運動鞋市場之消費者分析--以台灣職棒運動鞋為例，淡江大學管理科學學系碩士論文。
5.林嘉威（2010），品牌忠誠者之「品牌認同」研究：以運動鞋品牌台灣職棒為例，國立政治大學廣告學系研究所碩士論文。
6.陳向明（2002），社會科學質的研究，台北市：五南圖書出版股份有限公司。
7.陳秀珠（2009），品牌運動鞋在台灣競爭策略之研究，國立台灣大學商學研究所碩士論文。
8.陳敏郎（2011），廣告代言人對推薦品牌廣告效果影響之研究，國立交通大學經營管理研究所碩士論文。
9.麥慧芬譯（2009），Just do it：透視耐吉如何締造運動王國（Donald Katz 原著，1994），台北：智庫。
10.彭金燕（2010），代言人可信度對廣告效果與購買意願影響之研究，大葉大學事業經營研究所碩士論文。
11.樊志育（2009），廣告效果測定技術，三民：台北。
12.劉善群（2010），品牌運動產品之整合行銷傳播策略研究──以台灣職棒在台廣告行銷為例，台北市立體育學院運動科學研究所碩士論文，pp.139-219。
13.蔡淑妹（2008），運動品牌代言人可信度來源因素對消費者購買意願影響之研究，國立台灣科技大學管理研究所碩士論文
英文
1. Blumer, H. 1969. Symbolic Interaction : Perspective and Method Englewood Ciffs. NJ : Prentice-Hall.
2. Del I. Hawkins, Roger J. Best, Kenneth A. Coney. 2004. Consumer Behavior : Building Marketing Strategy.
3.Friedman, Arthur (1996), “Sports Brands’ Loyal Fans”, Brands and Labels: The Issues, WWD, V.171, N26, P.18.
4. James F. Engel, Roger D. Blackwell and Paul W. Miniard. 1995. Consumer Behavior. NY : Dryden Press.
5. Jill Dyche. 2003. The CRM HandBook : A Business Guide to Customer Relationship Management.
6. Kalakota, R. and Robinson, M. 1999. E-Business : Roadmap for Success. U.S.A : Mary T O’Brien.
7. Kohli, R., Piontek F., Eillington, T., VanOsdol, T., Shepard, M. and Brazel, G. 2001. Managing Customer Relationships Through E-Business Decision Support Applications : A Case of Hospital-Physician Collaboration. Decision Support Systems, 32:171-187.
8. Kotler, P. 1998. Marketing Management : Analysis Planning, Implementation and Control. Englewood Cliffs, NJ : Prentice-Hall.
9.MacInnis, Deborah J., Rao, Ambar G., and Weiss, Allen M. (2002),“Assessing when increased media weight of real-world advertisements helps sales”, Journal of Marketing Research, Chicago: Nov. 2002, pp.391-408
10.Ohanian, Roobina (1991), “The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase”, Journal of Advertising Research, New York, Feb./Mar. 1991, Vol. 31, Iss. 1,pp.46-54.
11.Ohanian, Roobina (1990), “Construction and Validation of a Scale to Measure Celebrity”, Journal of Advertising, Provo; 1990; Vol. 19, Iss. 3; pp. 39-53
12. Ratcliff, P. 2000. Managing Deeper Relationship. Mortgage Banking, 60(6) : 94-100
13. Ronale S. Swift. 2001. Accelerating Customer Relationship : Using CRM and Relationship Technologies. London : Prentice Hall.
14. Rigby, D. K., Reichheld, Frederich F. and Schefter, P. 2002. Avoid Four Perils of CRM. Harvard Business Review, 101-109.
15. Schiffman, L.G. & Kanuk, L.L. 1991. Consumer Behavior. NJ : Prentice-Hall.
網站部分
1.www.cpbl.com
2.www.nvivo.com
3.www.lamigo-monkeys.com.tw
4. www.uni-lions.com.tw
5.www.lamigo-monkeys.com.tw
6.www.eda-rhinos.com.tw