大型國際運動賽會行銷活動之探討－以2017臺北世大運為例

An Analysis of Marketing Activity of the Mega Sport Event in Case of 2017 Summer Universiade in Taipei

曾慧青(Hui-Chin Tseng)

《全球運動與休閒管理期刊》 1卷1期 (2018/03) Pp. 1-12

https://doi.org/10.6616/GSRM.201803_1(1).0001

摘要

行銷活動成為奧運會主辦單位與主辦國的重要經濟支柱，也使各種經典的大型運動賽會得以永續經營，亦可提升城市知名度及塑造城市形象等，因此，縝密規劃運動賽會行銷活動，可以賦予大型運動賽會多元的價值。本文爰就國際運動賽會的行銷活動，包括品牌管理、媒體轉播權管理、贊助商招募、門票事務、授權商品，以及賽會周邊活動或現場娛樂活動分析2017臺北世界大學運動會行銷活動，並提出相關結論與建議，作為未來我國承辦大型國際運動賽會之參考。

關鍵字

世界大學運動會 ； 運動賽會 ； 行銷活動

並列摘要

How to generate revenue and make the mega sport event toward sustainable operation, and enhance the host city visibility and create the host city image by marketing activities become increasingly important for the Olympic Games organizers and the host country. Therefore, it can create a multi-value to mega sport event by marketing activities. This paper aimed to elaborate the marketing activities such as brand management, media broadcasting rights management, sponsorship management, ticketing management, authorized merchandise, and in-game entertainment or game-day promotions. And 2017 Summer Universiade in Taipei was selected as subject. In addition, this paper provided further suggestions for host of mega sport event.

並列關鍵字

Universiade ； Sport Event ； Marketing Activity