台灣主辦國際棒球賽事之行銷效益分析 －以21U及世界12強賽事為例

Abstract

本研究報告是以21U世界盃棒球賽（21U Baseball World Cup）於2014年在台灣台中市舉辦的棒球競賽，及世界棒球12強賽（2015 WBSC Premier 12）於2015年在台灣以及日本舉辦的棒球競賽，在進行國際賽時的多媒體轉播對於贊助商的行銷效益做為研究對象，從運動行銷的角度來探討國內運動賽事的現況以及國外轉播可供借鏡的行銷方式，並試圖進一步探討及建議贊助商的運動行銷方式之分析。

This is a comprehensive study based on the 2014 21U Baseball World Cup that was held in Taichung, Taiwan and 2015 WBSC Premier 12 baseball championship that was held in Taiwan and Japan. The objective of this research is to examine and analyze the effectiveness of domestic and foreign multimedia broadcasting of international sports competitions through the perspective of sports marketing and to further draw on applicable marketing approaches and attempts for potential sponsors.