臺灣運動行銷產業現況與策略之分析

The Developmental Strategy of the Taiwan Sport Marketing Industry

王慶堂(Ching-Tang Wang) ； 林房儹(Fang-Tsan Lin) ； 黃永助(Yung-Chu Huang)

《休閒事業研究》 7卷3期 (2009/09) Pp. 85-98

https://doi.org/10.6746/LIR.200909_7(3).0006

摘要

運動產業是20世紀經濟發展中重要的新興的產業，在21世紀將成為耀眼的明星產業，除了在經濟方面的重要影響外，其影響力更包含了政治、文化、教育、社會…等方面，其產業重要地位日益著重，值得我們深入探討。本研究目的在了解並探討臺灣運動行銷產業現況，依據現況與國內外之運動行銷產業研究進行分析，據以提出臺灣運動行銷產業未來發展策略。運用文件分析法及內外部環境因素分析法(SWOT)為工具，進行我國運動行銷產業之分析。研究結果發現：國內運動行銷產業剛萌芽，引進國外成功經驗，市場接受度高，發展空間大；運動員明星的成功塑造，帶動行銷產業成長；運動休閒風氣蓬勃興盛，民眾對運動休閒熱愛和投入；結合運動價值，有助於產品的定位，強化企業產品形象，創造顧客心中的終身品牌價值；發展運動產業上下游連鎖體系，提高競爭力；突破商業行銷策略所無法達成的限制，讓產品與消費者產生特有的互動關係。藉由分析與討論後，獲得以下結論：運動行銷產業的運動行銷企劃需切合市場需求、運動行銷要整合資源，統籌運用以擴大效益、媒體公關要強力而友善、活動行銷要能創造議題以及視覺效果要有創意。並提出運動行銷活化策略、掌握健康的運動行銷原則以及進軍國際的建議。

關鍵字

運動行銷 ； 運動行銷產業 ； 策略

並列摘要

The purpose of this study is to explore the current situation of sports marketing industry by recalling the development of Taiwan and other countries' experience and propose a development strategy for Taiwan's sports marketing industry in the future. Research design is based on content analysis for the relevant literature and SWOT is a research structure to study. The results show that domestic sports marketing industry when its infancy, the introduction of foreign concepts is success, which results in high market acceptance and create the future development potential; Secondly, the success of several star players has led to the peripheral marketing industry; Moreover, the big brokerages among domestic sports and leisure, people's love of sports and leisure, product position will help to strengthen the image of enterprise products to create customer value in mind a permanent brand; In addition, the development of industry chain can also enhance industrial competitiveness, a breakthrough marketing strategy, business can not be reached to allow the products and consumers have a unique interactive and interdependent relationship. The study concluded that marketing campaigns need to fit customer needs, and integrate the relevant aspects of sports marketing, combined with strong public relations operation to create a friendly image, so that the activities of marketing and that can create eye-catching visual effects and creative. We suggest that sports marketing strategies should be active, master the principles of health marketing campaign towards the goal of going global.

並列關鍵字

Sports marketing ； Sport marketing industry ； strategy