臺灣標籤馬拉松行銷組合比較研究

據教育部體育署統計，2022年規律運動人口達34%，慢跑的人數佔16.9%，臺灣是世界上馬拉松賽事密度最高的國家之一，馬拉松是臺灣市民很重要的運動競賽。本研究旨在探討臺北馬拉松與新北市萬金石馬拉松的行銷組合比較。研究採用質性訪談，訪問了兩項賽事的主辦單位與行銷單位，分析其經營面以及行銷組合中產品、價格、通路和促銷等四大要素。研究結果發現，臺北馬拉松在產品方面強調城市特色、豐富的贊助商和多元化的賽後活動，而新北市萬金石馬拉松則強調安全和推廣馬拉松運動的精神，提供高品質的競技賽事體驗。在價格方面，臺北馬拉松報名費用較高；新北市萬金石馬拉松則較為平易近人，與市場均價相符。在通路方面，臺北馬拉松透過多元管道讓民眾獲得賽事資訊；新北市萬金石馬拉松也透過多元的促銷模式讓民眾取得資訊，並提供視障人士更便利的報名方式。在促銷方面，兩項賽事都注重社群媒體宣傳，提供多元且豐富的賽事資訊給民眾參考，並吸引大眾參賽，然而在多項媒體的整合上，兩項賽事皆還未能順利進行完成，仍有進步空間。綜合比較之下，臺北馬拉松在產品與促銷構面較為優勢，而新北市萬金石馬拉松則在安全與推廣價值觀和價格方面有較佳表現。未來研究可採用量化研究方法進一步驗證質性研究之發現，或採用大數據分析社交媒體與賽事報名等數據，以更客觀且全面的角度了解行銷成果，也可擴大樣本涵蓋更多賽事行銷單位進行比較研究。

關鍵字

馬拉松；行銷組合4P

並列摘要

According to the statistics of Sports Administration, 34% of the population exercised regularly in 2022, and 16.9% reported jogging as their preferred exercise. The Taipei and New Taipei City Wanjinshi Marathons are both important events for Taiwanese sports enthusiasts. This study aims to compare the marketing strategies used by the two events, with a focus on the four elements of the marketing mix: product, price, place, and promotion. The study employed qualitative interviews with organizers and marketing teams from both events to analyze their business aspects and marketing approaches. The study found that the Taipei Marathon emphasizes the city's unique characteristics, a variety of sponsors, and diverse post-race activities, while the New Taipei City Wanjinshi Marathon places a greater emphasis on safety and providing participants with a high-quality competitive experience. In terms of pricing, the Taipei Marathon has a higher registration fee compared to the Wanjinshi Marathon, which is relatively cheaper. Both events provide event information through multiple channels, with the New Taipei City Wanjinshi Marathon also offering a unique sign-up option for the visually impaired. Finally, both events focus on social media promotion, providing diverse and rich event information for public reference and to attract participants. In future academic research, quantitative research methods could be used to verify these qualitative research findings, or big data could be analyzed, such as social media and event registration data, to gain a more objective and comprehensive understanding of marketing results.

並列關鍵字

marathon ； marketing mix 4P

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