The Effect of TV Rating with Teams, Players and Records of Sport Marketing– Take MLB for Instance

• Main Authors: Chin-Shen Lan, 藍之伸
• Other Authors: Chung-Chi Shen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/56499645876289734427

碩士 === 銘傳大學 === 管理研究所 === 98 === Nowadays, life is full of stress. Therefore, sport is one of the best ways to relax. Among many physical education activities, watching basketball, tennis and baseball program is compatriots’ favorite leisure activity. Baseball with specialty of the contest of technique and wit, so it’s wide fond by the public. According to the survey of media, baseball is high TV rating of sport contest. In the past, in the midst of many researches relating to sport market, emphasizing on the credibility of stars affected fans’ attitudes or the behavior of sponsors, but it’s deficient in researching the fan’s thinking of different players or if the combination will change fans’ attitudes, even TV rating. On professional contest, the players are the most direct elements affects fans’ attitudes, because the players’ representation reflecting record, it also increases excitation. Now we are conferring the relationship of teams players and records among sport marketing that creating possible effects and emphasizing on the effects of fans’ attitude among different combinations. Combining the highest evaluation one and lowest one of two teams’ pitcher, via the interaction to find the best combination of the bottom of fans’ hearts. Hence, corporations can choose the accurate advertisement time to achieve the best benefit.