Lei, Wen-Guu - An analysis of the STP marketing, marketing strategy and business philosophy of the brother elephants professional baseball club

摘要

Baseball is currently one of the most popular sports in Taiwan. The Chinese Professional Baseball League, which was formally founded on 17 March 1990, opened up a new age of the development of baseball in Taiwan. Now sixteen years have passed since the ‘first year of baseball’ in 1990. Although all clubs were making efforts to operate, ticket office revenue was not an immediate success. Except for the Brother Elephants professional baseball club that made up the deficit and achieved a surplus in the fourteenth season of professional baseball clubs, and achieved profits in two consecutive years, the other clubs were still suffering operating losses. Therefore, the author conducted the research via data searching and interviews with the main objective to analyse and discuss the STP marketing, marketing strategies and business philosophy in detail, and to put forward suggestions based on the research results as a marketing reference for the clubs in the Chinese Professional Baseball League.