Marketing CPBML—How Macoto Cobras and Lanew Bears challenge the dynasty of Brother Elephants
Date Issued
2004
Date
2004
Author(s)
Lin, Ping-Kang
DOI
zh-TW
Abstract
This thesis aims to find out a more proper way for the marketing strategy for CPBML via comparing with the differences on those of Macoto Cobras, Lanew Bears and the existing leading brand, Brother Elephants. It is found that owing to the relatively smaller scope of the market size and once dysfunction of the market, entrepreneurs tend to adopt the cost-down strategy, which seems not an appropriate way to sustain a healthy and everlasting business. This thesis concludes by providing the following suggestions for marketors of CPBML:
1. Taking ROO（Return on objectives）as the strategy on marketing decisions.
2. Implementing the ingredients of Show business.
3. Elevating the “business” onto the “culture”.
Subjects
運動行銷
職業棒球
professional baseball
Chinese Professional Baseball Major League
sport marketing
Type
other
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ntu-93-R89342011-1.pdf
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