Critical Success Factors of Home Business Implementation for Chinese Professional Baseball League(CPBL)Teams

[[abstract]]There has already been the concept of territorialism and sports franchise among professional baseball teams abroad. Nevertheless, professional baseball teams in Taiwan have always kept saying that they are going to manage franchise, but the concept has never been put in practice completely. The old way of managing franchise has declined or changed. What’s more, the times of communication with foreign professional baseball teams has been more and more, leading to forming a new type of sports franchise. Only the franchise of Lamigo Monkeys has reached a certain level in recent years. This study integrated the “innovative business model” which Gary Hamel raised into items of franchise of CPBL (Chinese Professional Baseball League) to sift out key factors which led to the success of its franchise. By using expert questionnaire, the key factors of franchise of CPBL was sifted out and AHP (Analytic Hierarchy Process) was applied to analyze the weight of each factors to conclude key factors to the success of CPBL franchise. The major success dimension is customer interface whereas core strategy, strategic resource and value network are minor factors. In customer interface, baseball players marketing and creating related merchandise can achieve strong loyalty of fans. Intensifying the interaction between baseball players & mascots and fans can build switching barriers of fans. In the core strategy, it’s found that to adopt baseball courts can make fans feel at home, becoming the main mission of operating the business of the organization. Furthermore, the action of organizations to adopt courts should form a team culture, which divides the team from other teams. Strategic resource allows feedback to the place of the territory from organization management, building band equity. Baseball organization should take the responsibility of territorial social responsibility, winning the acknowledgement of fans. In value network, making horizontal alliance with others can create operational synergy together and expand the baseball team common thread community