職業運動組織網路公共關係之研究－以中華職棒聯盟為例

Internet Public Relations: A Case Study of the Chinese Professional Baseball League

10.6214/JSRM.200912_6(2).0001

林怡秀(Yi-Hsiu Lin)

中華職棒聯盟 ； 網路公共關係 ； 質性研究 ； Chinese professional baseball league ； internet public relations ； qualitative research

運動休閒管理學報

6卷2期（2009 / 12 / 01）

1 - 19

繁體中文

本研究欲探討中華職棒聯盟之網路公共關係運作情形，針對各球隊網站公共關係人員進行深入訪談及球隊網站內容分析。研究結果發現，職業球隊網站建置的目的主要是與球迷溝通、傳遞訊息和凝聚球迷向心力；職業球隊網站具有提供即時訊息、低成本的優勢；職業球隊網站溝通的外部對象為球迷和家長，而在內部溝通方面，各球隊網站內容顯示與內部員工之溝通功能明顯不足；各球隊並未針對網站溝通效果進行正式的評估；各球隊網站皆設置留言板和討論區供球迷討論並且有固定的負責人員執行討論區的回覆功能；球隊網站功能並未改變與媒體的溝通方式，而球隊希望未來加強網站影音功能以及發展球隊部落格，以提升球迷在網站使用上之視覺效果。在網站內容分析結果發現，球隊在網站首頁上均出現「產品資訊」，顯示各球隊極重視其球隊周邊產品的介紹及服務項目訊息；「特定電子郵件信箱」、「部落格或留言板」為各球隊加強對外溝通之管道；各球隊最重視的網站溝通對象為「消費者」、「贊助商」和「球迷」；在球隊網站訊息呈現方式部份，各球隊主要是以「文字」、「圖片」和「符號或球團識別系統」來呈現。

The present study was to explore how the teams in the Chinese Professional Baseball League performed online public relations; specifically, the current study was to gain insights regarding the strategies of communication with their external and internal publics, and to provide managerial recommendations based on findings. In-depth interviews along with content analysis of the websites for each team were conducted. Results were as follows: the objectives of setting up websites were to communicate with fans, to disseminate information and to form fan cohesion; website possessed the advantages of providing real time information with low costs; fans and fans' parents evaluate the effectiveness of the website communication; message boards and discussion boards were provided on the websites; finally, all teams will work on adding multimedia functions and building blogs to their websites. Additionally, content analysis of the websites revealed that all team websites have the icon of product information, indicating that all teams highly valued the messages and services of their team-related merchandise; special e-mails and blogs or message boards are the primary channels for external communications; consumers, sponsors, and fans are the key publics with which the websites would like to communicate; characters, photos, and symbols or team identification system are main avenues for team presentation on websites.

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