運動賽事整合行銷傳播模式建構之研究—以2004年~2008年ING臺北馬拉松為例

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

黃蕙娟(Huang Hui-Chuan)

指導教授 ： 施致平

國立臺灣師範大學/運動與休閒學院/體育學系/博士(2009年)

摘要

行銷在運動產業各層面都曾運用過，至今更是與日遽增。運動行銷係指藉由行銷策略規劃與執行，透過滿足消費者需求以達成組織目標，此種以顧客為導向且強調雙贏之觀點，不但成為運動中最重要功能，也發展成獨具特殊性之「運動行銷」領域。然面臨行銷環境改變，「整合行銷傳播」因其適應性及重視與消費者雙向互動而備受重視。然回顧研究發現，目前仍多採傳統行銷學觀點建構，整合與傳播未被強調，於體育運動研究亦不多見。因此，本研究進行2004年至2008年ING臺北馬拉松縱貫與橫斷研究，採用文件分析、深度訪談法、焦點團體訪談與內容分析法四項研究方法，並與相關文獻進行討論，建構運動賽事之整合行銷傳播模式，各項研究結果分述於下：
一、整體而言，ING臺北馬拉松是標準整合行銷傳播案例。研究採以利益
關係人為導向的行銷過程、由外而內導向的過程、雙向溝通、口徑一致的行銷傳播、使用所有的接觸工具、行銷幕僚參與整個過程、建立關係、資料庫行銷與達到綜效等九項概念檢驗發現全數吻合。
二、ING臺北馬拉松整合行銷傳播策略之探討結果與過去研究一致，其主要研究結果為：環境分析僅由中華民國路跑協會負責，而資料庫建立與應用歸屬於中華民國路跑協會，然欠缺心理統計資訊。市場區隔分為參與者、首要公眾、次要公眾與特殊公眾，且目標市場與定位皆基於活動目的進行。負責賽事之三部門角色不同、缺一不可，且符合最重要之協調性原則，多年合作已使困難減至最低，高階主管支持度也甚高。溝通協調與人力配置分工印證，由上到下積極參與並隨時掌控進度，確保執行成效；執行障礙出現在立場不同所導致的問題。在財務面結果印證唯有透過企業贊助獲取社會資源，才可使賽事更成功。而媒體策略執行主要是由ING安泰配合廣宣，以達一廣告公司為合作對象，執行要點符合協調性、一致性及互補性。在策略制定、工具選擇與組合符合「計畫性整合」觀點，媒體購買皆屬ING業務，也善用公部門資源。工具有廣告、公關、直效行銷、銷售促進、事件行銷、包裝與網路行銷，顧及全面、多樣與整合，同時，媒體整合面向研究發現顯示是整合一致的。
三、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。
四、於建構運動賽事整合行銷傳播模式方面，運動賽事較其他產業活動最大差異，乃在執行有其階段性，因此，依據賽事特性與整合行銷傳精神，區隔企劃、組織、執行與評估四階段，並應強調各階段對應之整合特性。且因整合行銷傳播有一致性與延續性，若非單次賽事，得將績效評估結果作為下屆參考，得以發展為循環不已的良性模式。

關鍵字

運動賽事 ； 整合行銷傳播模式 ； 整合行銷傳播績效評估 ； ING 臺北馬拉松

並列摘要

Marketing has been applied in every aspect of the sports industry and its role has been gradually enhanced in the 21st century. Via strategic marketing planning and execution, sport marketing achieves suppliers’ organized objectives and satisfies consumers’ requirements simultaneously. This viewpoint of customer-oriented, emphasizing on win-win situations, has become a critical function in sports industry, and has even emerged into a specialized “Sport Marketing” field. While facing changes in the marketing environment, Integrated Marketing Communicating (IMC) still attracts great attention, due to its adaptability and its emphasis on mutual interactions with customers. A review of previous researches demonstrates that, at present, traditional marketing ideas are primarily utilized; in contrast, integration and communication are not emphasized, and they are rarely seen in studies on sports. Hence, to develop representative research and to construct an IMC Model 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 varies methodologies including file analysis, in-depth interviews, focus group interviews, and content analysis, as well as discussion of relevant literature. Several conclusions were summarized as follows:

1. ING Taipei marathon marketing communication was a standard IMC study example, therefore, it was quite appropriate to adopt IMC concepts to discuss this case. 9 conceptual tests were adopted in this study, including interested-party-directed marketing process, outside-inside directed process, two-way communication, one message marketing communication, whether all possible communication tools were adopted, whether marketing aides and staff in the whole process were involved, establishing relationships, database marketing, and achieving synergy performance.

2.The results of this research on the ING Taipei marathon IMC strategies were consistent with past studies. The main results of this study were as follows: Environmental analysis was solely in charge by the Chinese Taipei Road Running Association; in terms of creation of participants database, this duty rested with the Chinese Taipei Road Running Association; however, it lacked statistical information on psychological variance; the marketing segments were divided into four categories: participants, primary audience, secondary audience and special audience. And target market and position were all determined by the purpose of the sport event; the three responsible departments involved with the sport event had different roles, and none could be overlooked in the marketing strategy; every unit corresponded to the vital fundamental principle – coordination. Obstacles had been minimized to the lowest level after several years of cooperation. And various high level officials offered strong support; communication and coordination among every unit, as well as human resource allocation, had proved that within the organization, up and down, everyone should play an active part and control the process to ensure successful execution; execution barriers existed when there were different opinions that leaded to communication and coordination problems; from a financial perspective, it was proved that due to the need created by limited government funds, in order to enrich the games and make it even more successful, massive resources from society should be sought through business sponsorships; IMC media strategy execution and integration mainly with ING ANTAI, which cooperated on media publicity, partnered with the DAYI advertising company; key points in execution correspond to three principles: coordination, consistency and complementarities; strategy making, instrument selection and combination, were consonant with a planning integration viewpoint; media purchasing all belonged to the ING business, and which was also good at using public resources. Major instruments included: advertising, public relations, direct response marketing, sales promotions, event marketing, packing and Internet marketing, meanwhile, media integration ensured that the various marketing communication media were concordant with each other.

3.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.

4. Regarding the construction of sports event IMC model, this study found that the biggest difference between sports events and other business industries was that the execution of sports events contained different phases; therefore, based on the sports event attributes, and in the spirit of IMC, we proposed that the execution of sports events should be separated into four phases: planning, organization, execution and evaluation phases, and emphasized each phase’s corresponding integration characteristics in the process. It is noticeable that the IMC had the attributes of consistency and continuity. If it is not for a once-off sports event, previous performance evaluation results can be used as a reference for future events, with the potential to evolve into a cyclically model.

並列關鍵字

sport event ； IMC Model ； IMC performance ； ING Taipei marathon

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