臺南市國民小學田徑代表隊行銷策略之研究

A Research on Marketing Strategy by the Track and Field Team of Tainan's Elementary School

郭柏毅 ； 黃美珍

《長榮運動休閒學刊》 14期 (2020/06) Pp. 69-81

摘要

本研究旨在探討臺南市國民小學的田徑代表隊行銷策略之現況，並分析不同背景變項與行銷策略之差異情形。本研究採問卷調查法，以臺南市國民小學的田徑代表隊學生為研究對象，透過自編的「臺南市國民小學田徑代表隊行銷策略量表」為研究工具進行調查，採立意抽樣方式發放問卷。總計共發放276份問卷，回收有效問卷250份，回收有效問卷率達91%。將所得資料以霍特林t檢定、單因子多變量變異數分析、雪費法事後比較等統計方法進行分析比較，得到以下的研究結果：一、臺南市國民小學的田徑代表隊在行銷策略之現況以「產品策略」得分最高，其次依序為「推廣策略」、「通路策略」；二、臺南市國民小學的田徑代表隊不同「參與校隊時間」、「校隊每週訓練時間」在行銷策略達顯著差異。本研究也提出以下建議供參考：1.教育主管機關應善用網路社群營造曝光度與良好形象；2.田徑隊教師應加強自身對外溝通的知能。

關鍵字

行銷策略 ； 通路策略

並列摘要

The purpose of this study was to explore the current situation of marketing strategy of the track and field team of Tainan's elementary school, and to analyze the difference between different background variables and marketing strategies. This study used a questionnaire survey method, taking students in the track and field team of Tainan's elementary school as the research object, using the self-made ＂The Marketing Strategy Scale of Tainan's Elementary School Track and Field Team＂ as a research tool to conduct surveys, and adopting intentional sampling. A total of 276 questionnaires were distributed, and 250 valid questionnaires were returned. The effective questionnaire rate was 91%. The obtained data was analyzed and compared by statistical methods such as Hotelling's t test, one-way MANOVA, and scheffe's method. The research result was as following: 1. The marketing strategy of the track and field team of Tainan's elementary school in the current situation was that ＂product strategy＂ was the highest, followed by ＂promotion strategy＂, and ＂place strategy＂. 2. There were significant differences in the marketing strategy for different ＂participating time of the school team＂ and ＂weekly training time of the school team＂ of the track and field team of Tainan's elementary school. And the following recommendations are made for reference: 1. The education authority should make good use of social website to create exposure and a good image; 2. Track and field team teacher should strengthen the knowledge of external communication.

並列關鍵字

marketing strategy ； place strategy

參考文獻

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