Research on the Marketing Planning of Basketball Team Take Mingdao University Basketball Team as an Example

• Main Authors: TSAI,CHING-LUN, 蔡經綸
• Other Authors: Chen, Yi-Ming
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/36801585376817053927

碩士 === 明道大學 === 休閒保健學系碩士班 === 105 === Sports marketing is prevalent in the world, a variety of sports events can be seen in the sports marketing stationed, and marketing practices more and more diverse and creative. Domestic basketball is very popular, the level of basketball league has also been held for some years, especially in high school stage HBL is the most popular basketball tournament, through the organizers and sports sponsor manufacturers and other business support, its business And the marketing model has a certain scale, and college basketball UBA is in recent years began to have the concept of team marketing, the main purpose of this study to explore how the basketball team through marketing planning to improve the visibility of the sports team, and then by Sports marketing company commissioner, sponsor manager and the research object Mingdao University basketball team head coach in-depth interviews, and finally the results of the interview, the analysis, to provide planning work planning team planning. The objectives of this study: 1.Explore the Mingdao University basketball team brand image planning. How to plan? 2.Explore the Mingdao University basketball team sponsorship work. How to plan? 3.Explore the Mingdao University basketball team and business cooperation benefits. How to achieve mutually beneficial benefits? Analysis conclusion： School team because of lack of financial resources, so through the marketing plan to improve the exposure, to attract corporate sponsorship, the research object through the official website and Facebook fans and other network media to do publicity, there are significant benefits, Before the cooperation with only three sponsors, has been through the marketing plan has increased to six, we can see the necessity and importance of marketing planning. Keywords: marketing effectiveness,corporate sponsorship, marketing planning,