一級方程式賽車新加坡站之城市行銷策略

城市行銷的概念日益受到重視，其中「運動」也逐漸成為城市行銷策略的趨勢。城市運動行銷乃是藉由舉辦賽會、運動明星魅力和建造運動場館來吸引外資和遊客，達到振興經濟、提升城市競爭力。本研究以文獻分析法探討2008～2010年新加坡大獎賽之行銷策略，研究結果發現其行銷策略包含了形象行銷、吸引力行銷、基礎建設行銷、人員行銷四種策略。文末借鏡新加坡舉辦F1賽事激勵觀光的成功經驗，提出對臺灣現狀的省思，期望未來臺灣能發展出獨特的城市運動行銷策略，以提升臺灣競爭力。

關鍵字

形象行銷；吸引力行銷；基礎建設行銷；人員行銷

並列摘要

Urban marketing has gradually gotten more and more attention all over the world, and “sport” has become a trend in strategies for urban marketing. With marketing in urban sport, a city attracts foreign investments and visitors by organizing sport events, the charm of athletes, and the construction of stadiums, which leads to an increase in its economy and competitiveness. This study discusses the marketing strategies for Formula 1 SingTel Singapore Grand Prix from 2008 to 2010 by literature review and analysis. The results show that the strategies include image, attraction, infrastructure, and people marketing. By taking Singapore’s experience of organizing Formula 1 and successfully promoting its tourism as an example, the study reflects on current situation in Taiwan and expects Taiwan to develop its unique marketing strategies for urban sport in the future so as to increase its competitiveness.