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E10410
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策略性明星人力與企業形象對職棒球隊績效的影響研究
How do Strategic Star Manpower and Corporate Image Enhance Firm Performance in Taiwanese Major League Baseball?
1.蔡正飛
1.Cheng-fei Tsai
1.文藻學校財團法人文藻外語大學 國際企業管理系
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1.文藻學校財團法人文藻外語大學 國際企業管理系
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1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2015-08-01
A.14 計畫執行期間(訖):2016-07-31
2016-04-202016-06-28
A.16 收到日期:2016-10-13
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中華職棒球迷

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772


772
004,007
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C.2 聯絡日期:2016-10-17
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1.文藻學校財團法人文藻外語大學 國際企業管理系
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C.7 資料公開日期:2018-08-01
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008
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1.明星人力
2.企業形象
3.球場印象管理
4.球隊績效
5.職業棒球聯盟
1.Strategic Star Manpower
2.Corporate Image
3.Stasiun Image Management
4.Firm Performance
5.MLB
本研究研究目的為:策略性明星人力與球團母企業之企業形象對職棒球隊績效的影響力有多大?是關鍵因素嗎?本研究首度引用策略性人力資源、企業形象、店面印象管理等策略人資與行銷的理論,以量化研究方法來探研之。研究於2015年10月球季結束後開始分別在4個球隊的粉絲團網站上蒐集網路問卷並於2016年4月新球季開打後,分別在4個球隊的主球場現場向球迷發放問卷。抽樣母體為台灣職棒四隊的球迷,有效的回收問卷共772份。其中來自線上粉絲團網站的有587份,球場現場蒐集的有185份,預期這個實證研究能提供給運動產業的經營管理實務及學術相關研究有所貢獻。

Baseball is one of most favorite sport in Taiwan. Apart from the first 7 years heyday, the performance of Taiwan Major League Baseball teams declined thus lack of willingness from fans to watch the games in stadiums. Therefore the teams try to revive by actively adopting organization change management practices. Especially employ strategic manpower by hiring former American MLB stars e.g. Ramirez, Garcia, Kuo etc. Since then new facet and fresh perspectives appear in Taiwan MLB, also successfully reignited passion in baseball fans. Meanwhile, the public voice affects the decision of attracting talent players to join and transferring team ownership by concerning the corporate image of team’s mother firms. These phenomena raise questions that are strategic star manpower and corporate image significantly affects team performance? This research employs the theoretical perspective of strategic human resource management, store image management to dress the research question, and using Quantitative Research methods to investigate the casual-effect relationship of these involved variables. The findings should brining contribution to management practice of sport industry and related academic research.

D.16 完成檢誤日期:2017-04-10
D.17 預定釋出日期:2018-08-01
D.18 初次釋出日期:2018-08-01
D.19_1 最新版釋出日期:2018-08-01
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10.6141/TW-SRDA-E10410-1
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