臺澎金馬路跑特色與行銷

Features and Marketing of Road Running in Taiwan, Penghu, Kinmen, and Matsu

石蔚萱(Wei-Hsuan Shih) ； 蕭嘉惠(Chia-Huei Hsiao)

《大專體育》 146期 (2018/09) Pp. 13-22

https://doi.org/10.6162/SRR.201809_146.0002

摘要

教育部體育署2017年運動現況調查資料統計，規律運動人口占33%，近八成比例顯示從事「戶外運動」為最高，臺灣是馬拉松密度最高之國家，因應路跑賽事場次、總類繁多。本文目的是探討臺澎金馬路跑賽事發展現況，提供未來路跑之經營與行銷者相關參考，以文獻綜整之方式，蒐整國內相關文獻及資訊，並以行銷4P策略分析臺澎金馬路跑賽事。所得結果顯示：臺澎金馬舉辦路跑之特色為密度高，場次多、類型多元。賽事分類為國際競賽型、觀光休閒型、歡樂主題型、公益慈善型。行銷管理可為賽事創造之效益包含：釐清賽事定位、發展賽會產品、擴大賽會知名度、實現賽會效益。透過行銷策略的執行，臺澎金馬路跑賽事維持原本的參賽者外，甚至能吸引更多關注。

關鍵字

馬拉松 ； 行銷4P ； 觀光休閒 ； 賽事定位

並列摘要

In 2017 the Sports Administration branch of the Ministry of Education conducted a survey which indicated that 33% of Taiwanese people were regular exercisers, and the majority of these (80%) exercised outdoors. Moreover, Taiwan holds the highest frequency and diversity of marathon in the world. Though each event has its own unique features, road running events can be divided into four general categories: international competition, tourism and leisure, entertainment and fun, and charity events. The purposes of this paper are to discuss the development of road running events in Taiwan, Penghu, Kinmen, and Matsu; conduct a literature review; analyze the data with reference to the marketing theory of 4Ps; and provide results as a reference for future research. The results are as follows: Road running events with diverse features are frequently held in Taiwan, Penghu, and Kinmen. Marketing strategies can be applied to achieve several benefits, including clarifying event positioning, developing event products, increasing event popularity, and maximizing the event's beneficial outcomes. By adopting marketing strategies, road running events in Taiwan, Penghu, and Kinmen can garner increased public attention as well as sustain the loyalty of the participants.

並列關鍵字

marathon ； marketing theory of 4Ps ； tourism and leisure ； event positioning

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