- 會議論文
運動賽會行銷與公共關係策略之初探－以國立體育大學全國大專校院系所花季盃籃球邀請賽為例
Sports Events Marketing and Public Relations Strategy Used in the "Flower Season Basketball Tournament" in National Taiwan Sports University
摘要
運動賽會是體育運動最基本的活動舉辦方式。它是一種含有競技、娛樂、表演等性質的多項運動種類及項目所構成的活動，並經過計畫的籌備和營運，藉由個人或團體的競賽與表演方式，完成多元化目標的綜合性集會。這些元素的完成，仍尚須要經由行銷與公共關係的策略來有效達成。運動行銷成?辦理運動賽會不可或缺的元素。大眾傳播媒體與公共關係，在運動領域的角色扮演漸趨重要，因此賽會的成功因素其中一個重要的環節就在媒體與公共關係活動的領域，花季系列活動在桃園龜山地區早已行之有年，而身?體育專業學校之國立體育大學，於2007年配合桃園縣龜山鄉之花季系列活動由籃球社協同體育推廣學系籃球專項指導組舉辦花季盃全國大專校院系所籃球邀請賽（以下簡稱花季盃），如今已舉辦至第四屆，希望藉由分析國立體育大學所舉辦之全國花季盃大專系所籃球邀請賽之賽會行銷與公共關係策略優缺點，一來提供給實務舉辦人員建議，二來希冀可提供其他大專校院系所之學生，在舉辦此類型賽事時的賽會行銷與公共關係策略應用的參考指標，提昇大學校院學生舉辦基層賽會的品質，強化賽會行銷與公共關係的基礎概念。
並列摘要
Sport event is one of the most common activities. It is composed of athletic performance, entertainments and exhibition in both individual and team form, and is carefully prepared and operated. A proper employment of public relation is significant to a successful sport event. In this article, the Flower Season Basketball Tournament held four years in National Taiwan Sports University is taken as an example to show how the marriage of sport event and public relation strategy goes. In analyzing the strong and weak points of the tournament, this article offered practical suggests about how to run a successful sport event in collegiate level. This article also pointed the importance of integrating sport event and public relation, in hopes of escalating the basic knowledge of sport event marketing for students from other departments.
延伸閱讀
- 林國銘、劉凱莉（2010）。論運動賽會規劃管理個案－以開南大學國際盃籃球邀請賽為例。嘉大體育健康休閒期刊，9(3)，269-276。https://doi.org/10.6169/NCYUJPEHR.9.3.27
- 孫美蓮、康正男、周靈山（2006）。大專校院運動社團活動公共關係模式之探討。臺大體育學報，()，95-109。https://doi.org/10.6569/NTUJPE.200603_(8).0005
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- TING, W. L. (2012). The Research of The Attitude on Physical Education and Health Lifestyle Promoting of General Senior High School Students in Taipei City [master's thesis, National Taiwan Normal University]. Airiti Library. https://www.airitilibrary.com/Article/Detail?DocID=U0021-1610201315274811