揮棒連結在地：中信兄弟 × 逢甲商圈合作分析

Abstract

中文摘要 本研究以「中信兄弟 × 逢甲商圈」為主要探討對象，分析運動產業如何藉由在地連結策略，提升球團品牌形象並帶動地方經濟活絡，達到品牌推廣與地方經濟共榮的雙重目標。研究的核心目的在於找出運動產業與商圈經濟共榮的可行路徑，並以實證方式檢視其行銷潛力與長期合作價值。研究動機源自於逢甲大學圖書館與中信兄弟曾舉辦的「閱讀全壘打」活動，該合作啟發了以校園、商圈與球團三方連結的延伸構想，期望藉此建立更完整的規劃以及多元化的地方行銷模式。 首先，本研究透過文獻回顧，蒐集相關運動行銷與品牌合作之理論與案例，並分析中信兄弟與逢甲商圈的現況與定位；其次，以SWOT分析歸納合作的內外部條件，並設計問卷調查對活動構想的接受度與參與意願，共回收有效樣本106份。最後，再以成本效益分析評估各類活動之經濟效益與執行可行性。 研究結果顯示，中信兄弟球團具備高度品牌影響力與明星效應，逢甲商圈可提供具體消費與體驗場域，而逢甲大學則能夠以青年社群與教育資源來強化活動的傳播力與參與度。這三方的整合能夠有效提升品牌曝光、帶動商圈消費並深化地方連結，展現出「運動 × 教育 × 商業」共榮的合作潛力。問卷調查指出，雖僅約三成受訪者為中職球迷，但超過八成對相關活動有參與意願，其中以「商圈集點活動」與「主題日」最受歡迎。綜合成本效益分析可知，這類活動不僅能帶動商圈消費，亦能提升球團與學校品牌曝光度。本研究認為，此合作模式具實務操作價值，能作為未來推動在地合作與運動行銷之重要參考。 Abstract This study explores the collaboration model between the professional baseball team CTBC Brothers and the Fengjia Night Market, examining how the sports industry can adopt local connection strategies to enhance brand image and revitalize the local economy. The main goal is to identify feasible approaches for mutual growth between sports brands and commercial districts, and to evaluate their marketing potential and long-term cooperative value. Inspired by the “Reading Home Run” campaign jointly organized by Feng Chia University Library and CTBC Brothers, this study extends the idea of tri-party cooperation among the university, business district, and team to establish a sustainable local marketing model. The study applied literature review, SWOT analysis, questionnaire survey, and cost-benefit analysis. Relevant theories and cases of sports marketing and brand collaboration were reviewed. A questionnaire collected 106 valid responses to measure participants’ acceptance and willingness to join proposed activities. The cost-benefit analysis then evaluated the feasibility and effectiveness of marketing events such as stamp collection campaigns, campus reading missions, and themed days. Findings show that CTBC Brothers have strong brand influence and celebrity appeal; Fengjia Night Market provides a vibrant consumption venue; and Feng Chia University enhances communication through youth engagement. The integration of these three parties strengthens brand exposure, stimulates local spending, and deepens community ties, forming a sustainable model combining sports, education, and business. Although only 30% of respondents were CPBL fans, over 80% expressed willingness to join such activities. This tri-party cooperation demonstrates high practical value and offers insights for future local revitalization and sports marketing.