近年來因運動風氣的盛行使運動產業迅速擴展,運動也逐漸成為行銷的一種方式。本研究透過資料蒐集之方式,利用個案研究法對高雄世運進行分析,探討舉辦高雄世運之準備工作、高雄世運會之行銷組合、高雄世運會之優勢、劣勢、機會和威脅及舉行高雄世運會之效益與影響。 研究結果發現,高雄為舉辦世運,在城市進行多項整建計畫。而行銷組合中,核心產品包括六大類比賽項目、開閉幕式和二十三個比賽場館;延伸產品則包含周邊商品、世運刊物和周邊活動。價格主要採差別定價和非線性定價,票價介於七十五至五千元間。通路則有運動場館、門票販售系統及媒體三大通路。而推廣活動主要有周邊造勢活動、平面和電子媒體的宣傳等。另外,高雄世運帶來之效益包含政治效益(提高國家知名度)、經濟效益(觀光等相關產業收益增加)和其他效益(改善城市基礎建設)。 本研究建議日後若有相關大型賽會之舉行,可多加強比賽項目之宣傳、比賽場地交通便利性、與旅遊業者配合規劃套裝行程、平日培養專業舉行賽會之人才、中央與地方互相配合。使觀眾更了解該活動內容,也讓賽會能更順利進行。
In recent years, sports industry rapid expansion because of the sports prevails over the world. Sports become a channel to introduce cities. This study analyzed World Games in Kaohsiung through a case study, examined the preparation, marketing mix, SWOT , influence and benefits of World Games in Kaohsiung. The result of this study revealed that Kaohsiung had many renovation projects for Word Games. In the marketing mix, core products include six categories of events, twenty-three competition venues, opening and closing ceremony; extend products cover edge products, publication and edge activities. They adopted different pricing and nonlinear pricing strategy and the entrance ticket price is between seventy five and five thousand. Channel strategy included sport ground, ticket sell systems and media. Promotion activities have edge actions, publicity of print and electronic media. In addition, the benefits from World Games 2009 Kaohsiung include the political benefits (promotion of the nation visibility), economic benefits (tourism related industries increased revenue) and other benefits (improvement of national infrastructure). If the relevant large scale event will be hold in the future, this study suggested that it is necessary to do promotion of events, strengthen traffic convenient, plan travel rote with travel agency, make cooperation between central and local government, and cultivate talent of sports tournament management.