探討親子運動生活型態行銷方法－以麗嬰房兒童運動賽會行銷組合策略為例

目的：探討麗嬰房針對親子運動生活型態族群的行銷策略，以瞭解麗嬰房兒童運動賽會現況、行銷組合策略以及遭遇的困難。方法：採取質性個案研究法，透過訪談與文件分析來收集資料，訪談為賽會的主辦者，文件涵蓋麗嬰房官方網站、兒童運動會網站、企畫書等。結果：一、現況：麗嬰房舉辦兒童運動賽會的目的為經營品牌，經營的理念為「希望孩子成長的過程都有爸媽的陪伴」。賽會由品牌行銷課、社群行銷課與美化陳列課共同統籌。賽會效益評估的方法為媒體曝光則數、報名人次與客訴件數。二、行銷組合策略：產品策略採用產品差異化，針對不同年齡嬰童，設計「寶寶爬行賽」、「古禮抓週」、「聰明競走」、「嚕嚕車賽」、「汽車高手」五種競賽。價格策略採用差別定價與促銷訂價策略，針對會員與購買麗嬰房商品的消費者，提供報名費優惠。促銷策略採用事件行銷，舉辦50對雙胞胎免費參賽來吸引媒體曝光。賽會資訊宣傳的管道包含實體店面、平面雜誌、網路與社群網站，售票只提供麗嬰房實體店面的報名。三、遭遇的困難：遭遇的困難有人力資源、財務與場地資源。結論：為提升賽會品質，建議主辦單位要持續調整競賽內容、增加經由網路來填答的賽會效益評估方式以及尋求賽會舉辦專業人士協助。

關鍵字

運動行銷；行銷組合；少子化；社群媒體

並列摘要

Purpose: The purpose of this study was to investigate Les Enphants' marketing strategies toward parent-child sport life style segment by understanding situation, marketing mix, and encountered difficulties of Les Enphants child sport event. Methods: A qualitative case study was adopted. Data were collected from interviewing and relative documents. Deputy General Manager in marketing department in Les Enphants responsible of hosting the event was interviewed, and relative documents were retrieved from official websites and event proposal. Results: (1) Situation: The major purpose of hosting the event is to enhance Les Enphants' brand equity. Its mission statement is to hope that there is always parents' accompany in the process of child growth. The event was planned by brand marketing department, social media marketing department, and art designing department in the Les Enphants. The methods adopted to measure the effectiveness of the event are media exposure, registration, and customer complaint. (2) Marketing mix strategies: Product differentiation was adopted to design five different sports events based on age, including baby crawling contest, draw lots, walking race, pushbike racing, and car racing. Variable pricing and promotional pricing were offered for the members and the customers purchasing Les Enphants' products. Event marketing was adopted as promotion strategy in which Les Enphants invited fifty couple of twins to participate in the event. The channels utilized to promote event information covered Les Enphants' physical store, printed magazine, internet, and social media. Event registration was only allowed in the Les Enphants' physical store. (3) Difficulties: Encountered difficulties included human resource shortage, financial challenge, and site resources. Conclusion: To maintain event quality, the event organization should keep adjusting sport competition contents, add online evaluation methods to assess event impacts, and seek sport event related professions in consulting event hosting.

並列關鍵字

sport marketing ； marketing mix ； low child birth rate ； social media

參考文獻

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