籃球運動自1920年發展自今已成為全球性運動，尤其美國的NBA職籃更是家喻戶曉全球都有觀眾並且已有75年歷史，台灣也在90年代開始發展CBA中華職籃，但基於種種因素只維持了5年便草率結束。雖然後續在政府籃協的主導下在2000年又推出SBL超級籃球聯盟，沒有主客場機制而目前有遭遇到觀眾人數驟降。籃球職業化在20多年的發展歷史下，各球隊持續面臨永續經營問題，但令人意外的是新的職籃P+ league居然在2019 新冠疫情之下成立了，且還造成轟動，現場觀眾多討論度高，讓台灣又燃起了籃球熱。高雄鋼鐵人也在隔年2020申請加入P+ League。但在P+ league的首年成功之後，市場上馬上出現了競爭者。另一組人馬也在2020成立T1聯盟準備一較高下。此研究的研究動機起源於對台灣沉寂20年的職籃市場在兩年內出現2個聯盟12個主場球隊的激勵下，對高雄同時有雙聯盟的高雄鋼鐵人與高雄全家海神做一個優劣勢與品牌評價的分析，希望能了解到台灣職籃市場在20年後觀眾對職籃的看法以及球隊經營者該採用什麼樣的品牌策略。

Basketball has become a global sport since its introduction in 1920. Especially NBA professional basketball league is so well known that there are fans around the world, and it has 75 years of history so far. Taiwan also started its own pro basketball league CBA in the 90s, however, it goes shut down for various of reasons within 5 years. Although there was another semi-professional basketball league SBL lead by government agency in the 2000s, it never had many fans and spectators. Taiwan professional basketball has never been profitable in the past 20 years. Surprisingly in the beginning of Covid pandemic a new professional basketball league P+(Plus) league was form in 2019. The Plus league immediately become popular, not only sold out games but also went viral. Kaohsiung Steelers also join the Plus League the following year in 2020. After their first year of success, a new competitor rises. Another group of people started T1 league in 2020 and is ready to compete. This study is motivated by the quick development of 2 professional basketball league in two years even after professional basketball has been quiet for the last two decades. As a result, Kaohsiung city now has two professional basketball team: Steelers and Aquas. The research will do a SWOT analysis and brand evaluation, and the purpose is to find out what are fans’ perception regarding pro basketball after 20 years and what brand strategy both teams’ management should use.

目 錄
論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
目 錄 v
圖 次 vii
表 次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 5
第二章 高雄市職業籃球產業現況 6
第一節 P league+ 高雄鋼鐵人 6
第二節 T1 league 高雄全家海神 7
第三章 文獻探討 8
第一節 SWOT分析 8
第二節 品牌形象與品牌資產 8
第三節 運動品牌形象 9
第四章 研究設計 13
第一節 研究架構 13
第二節 研究方法 13
第五章 研究分析 15
第一節 整體評估 15
第二節 產品相關屬性 20
第三節 分產品相關屬性 24
第四節 品牌利益 31
第五節 品牌態度 34
第六節 贊助或出資意願 35
第七節 服務與品牌經營管理之建議 37
第六章 研究發現 39
第七章 結論與建議 44
參考文獻 45
附錄 47


圖 次
圖1 研究流程圖 5
圖2 研究結構圖 13
 
表 次
表1 兩大職業籃球聯盟各球隊 3
表2 SWOT分析矩陣 8
表3 訪談編碼和產業類型與職稱 14
表4 球隊品牌比較 39

陳正倉、林惠玲、陳忠榮與莊春發 (2007)，產業經濟學，台北：雙葉。
蔡坤宏、謝昇紘(2005)。信任-關係承諾理論之實證研究。行銷評論，2(3)，277-312。
Aaker, D.A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological bulletin, 82(2), 261-277.
Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of sport Management, 22(2), 205-226.
Coates, D., & Humphreys, B. R. (2005). Novelty effects of new facilities on attendance at professional sporting events. Contemporary Economic Policy, 23(3), 436-455.
De Chernatony, L., & Segal-Horn, S. (2001). Building on services’ characteristics to develop successful services brands. Journal of Marketing Management, 17, 645–669.
Gladden, J.M., & Funk, D.C. (2001). Understanding brand loyalty in professional sport: Examining the link between brand associations and brand loyalty. International Journal of Sports Marketing & Sponsorship, 3, 67–91.
Gladden, J. M., & Funk, D. C. (2002). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport management, 16(1), 54-81.
Mathur, L. K., Mathur, I., & Rangan, N. (1997). The wealth effects associated with a celebrity endorser: The Michael Jordan phenomenon. Journal of Advertising research, 37(3), 67-74.
McDonald, M.A., Milne, G.R., & Hong J. (2002). Motivational factors evaluating sport spectator and participant markets. Sport Marketing Quarterly, 11, 100–113.
Morrow, S. (1999). The new business of football. Basingstoke, UK: Macmillan.
Mullin, B.J., Hardy, S., & Sutton, W.A. (2007). Sport marketing (3rd ed.). Champaign, IL: Human Kinetics.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Ratten, V. (2010). The future of sports management: A social responsibility, philanthropy and entrepreneurship perspective. Journal of Management & Organization, 16(4), 488-494.
Robinson, M. J., & Miller, J. J. (2003). Assessing the impact of Bobby Knight on the brand equity of the Texas Tech basketball program. Sport Marketing Quarterly, 12(1), 56-59.
Ross, S.D. (2006). A conceptual framework for understanding spectator-based brand equity. Journal of Sport Management, 20, 22–38.
Ross, S.D., James, J.D., & Vargas, P. (2006). Development of a scale to measure team brand associations in professional sport. Journal of Sport Management, 20, 260–279.
Wenner, L. A. (1994). The dream team, communicative dirt, and the marketing of synergy: USA basketball and cross-merchandising in television commercials. Journal of Sport and Social Issues, 18(1) 27-47.