運動賽事參與動機與認知反映行銷價值之研究－以永信杯排球賽為例

研究目的：永信杯排球賽不光是國內排球人所瞭解或是只有排球人才能參與的運動賽事，該賽歷時38個年頭(1974~2011)，已經是全國人民大多認識的運動賽事，幾乎所有參與體育學習的對象無人不知無人不曉，但若是單純僅是舉辦運動賽事實然可惜，透過參賽者對於該賽的認知及參與動機必然可以整理出更完善的行銷價值，參照行銷學裡所介紹的4個S(4Ps，4Cs，4Rs)，若實能善用於運動行銷的策略，必能改變目前國內運動行銷難以順行的窘境，更能提出更有效的辦賽方式及行銷做法。本研究的目的是希望透過實際參與對象對於永信杯排球賽的參與動機意願及永信藥品的認知程度做為研究分析結果，藉由研究結果提出永信杯排球賽更豐富的辦賽模式及對於永信藥品工業公司的行銷方向建議。研究方法：研究對象為第38屆(2011)永信杯排球錦標賽到場實際參賽對象，以自編之「永信杯排球賽參賽動機與對永信杯及永信藥品的認知問卷」，現場隨機抽樣發送出65份問卷做為研究工具進行調查。根據現場隨機抽樣調查的結果，以Excel進行編碼、建檔等資料彙整程序，於後，配合本研究目的並考慮資料之特性，利用SPSS17.0 for Windows統計套裝軟體進行分析，結果發現：(一)經常性參與並且認同永信杯排球賽的參賽對象，為最高受訪族群，佔總受訪人數的八成以上；(二)對於永信藥品工業公司產品及辦賽活動的認知條件，皆未超過五成；(三)爾後有經常性意願參與永信杯排球賽的對象，佔總受訪人數的九成五以上。

關鍵字

永信杯排球錦標賽；運動行銷；排球賽事

並列摘要

Background: Yungshin cup volleyball championships have been held for 38 years (1974~2011). The event was not only the people who familiar with volleyball or players could participate in but also anyone who has interest in that could take part in. It has been popular in Taiwan and everyone who learned physical education knows it well. To marketing, it was not just a competition. The merit of Yungshin cup volleyball championships could generate more perfect marketing value by extracted the cognition and motive of participants. By using the 4S(4Ps, 4Cs, 4Rs) of Marketing strategies in sports, that will be more effective way to the competition and marketing and might breakthrough the hardship of sports marketing in Taiwan. Purpose: The aim of this study was to analyze the motive and the extent of cognition to Yungshin Company who participated in Yungshin cup volleyball championships and recommend the more proper way to set up a contest and provide a suggestion of marketing to Yungshin Company. Method: 65 subjects were random sampling by the participators of 38(superscript th) (2011) Yungshin cup volleyball championships and investigated by a self-designed questionary ”Yungshin cup volleyball championships participation motive and the cognition to Yungshin company”. According the result of our investigation, we processed the datum by Excel and analyzed by SPSS 17.0 for Windows. Result: (1) More than 80% of our subjects participated in Yungshin cup volleyball championships frequently and assented to it. (2) Less than 50% of our subjects had great cognition to the products of Yungshin Company and set up an activity. (3) More than 95% of our subjects were willing to partake in Yungshin cup volleyball championships.