大專院校競技啦啦隊招生行銷策略探討

The Enrolling Marketing Strategies of Collegiate Cheerleading Teams in Taiwan

林慧美(Hui-Mei Lin)

《運動知識學報》 8期 (2011/08) Pp. 130-138

https://doi.org/10.29596/BGYY.201108.0011

摘要

目的：探討臺灣地區大專院校競技啦啦隊招生行銷策略。方法：以文獻分析法探討國內競技啦啦隊運動招生與學校行銷之現況。結果：首先探討行銷市場分析，再輔以行銷4P與4C；對於現況探討結果如下：建立學校特色、提高學生入學附加價值、增加行銷通路、豐富促銷策略；廣泛顧客層級、提升就學便利性、降低學生成本、增進訊息交流。結論：大專院校競技啦啦隊的行銷概念，必須注重策略行銷、網路行銷及整合行銷；希冀提供國內大專院校競技啦啦隊運動實務發展之重要參考。

關鍵字

學校行銷 ； 行銷策略對象 ； 行銷策略方法

並列摘要

Purposes: To explore the marketing strategies for enrolling of collegiate cheerleading teams in Taiwan. Methods: To explore the current situations of enrolling and school marketing by literature review. Results: Used marketing 4P and 4C to realize on marketing analysis, and the inspirations for impractical applications including: creating school features, add value, place, promoting strategies, broad customer levels, convenience, lower cost, and information interchanges. Conclusions: The major marketing concepts have to focus on strategies, internet, and integrations in order to provide important consultations for collegiate cheerleading teams in Taiwan.

並列關鍵字

school marketing ； marketing targets ； marketing strategies