運動賽事整合行銷傳播績效之焦點團體研究－以2004年～2008年ING臺北馬拉松爲例

The Performance of Sports Event Integrated Marketing Communication: A Case Study of the ING Taipei Marathon (2004-2008)

黃蕙娟(Hui-Chuan Huang) ； 施致平(Chih-Pin Shih)

《休閒與社會研究》 3期 (2011/06) Pp. 17-40

https://doi.org/10.29947/LSR.201106.0002

摘要

行銷在運動產業各層面都曾運用過，然面臨行銷環境改變，「整合行銷傳播」因其適應性及強調雙向互動而備受重視。爲達研究運動賽事整合行銷傳播績效目的，進行2004至2008年ING臺北馬拉松之縱貫與橫斷研究，採用焦點團體訪談五年接連續參與之跑者與記者並與文獻討論，提出本研究之結果，提出本研究之結論於下：在ING臺北馬拉松整合行銷傳播績效方面，其整合行銷傳播策略，有極高執行成效與效益，唯在資料庫建立、分析與應用稍嫌不足。

關鍵字

運動行銷 ； 整合

並列摘要

Marketing has been applied in every aspect of the sports industry. While facing changes in the marketing environment, IMC still attracts great attention, due to its adaptability and its emphasis on mutual interactions with customers. To study the performance of IMC for sport events, this study, based on the ING Taipei marathon as the research field, conducted horizontal-vertical and cross-sectional studies from 2004 to 2008, with focus group interviews, as well as discussion of relevant literature. The conclusion was summarized as follow: The performance of the ING Taipei marathon IMC indicated that implementing IMC strategy led to very high execution efficiency and benefits, while still lacking database construction, analysis and application.

並列關鍵字

Sports Marketing ； Integration