本研究主要目的是在分析國際企業舉辦運動觀光型活動之行銷策略與管理模式,以美利達舉辦之日月潭水陸單車行活動爲研究範圍。並以1位行銷企劃組特別助理、1位參與活動規劃之學生及1位活動工作人員爲訪談對象。本研究以質性研究方法爲主,研究方法採觀察法及訪談法,並利用質性研究中的「三角檢驗法」將所得資料進行交叉檢核驗證,以求得本研究之效度。本研究將訪談內容及相關文獻資料整理歸納後,本研究發現:1.美利達舉辦日月潭水陸單車行活動主要目的是希望藉由此活動來達到宣傳其品牌形象的效果並吸引潛在自行車愛好者。2美利達舉辦日月潭水陸單車行活動雖然都處於虧損的狀態,但還是有其效益存在,最大的效益是參加者逐年增加,對公司品牌行銷方面有正向幫助。3.美利達舉辦日月潭水陸單車行活動經驗雖然豐富,但還是有其問題存在,最大的問題是組織運動專業人才的缺乏及活動人力的不足。4.在活動規劃管理方面,美利達是結合政府單位、當地觀光業者及相關學校科系的人力及財物資源做一整體性的規劃以執行該活動。根據分析結果,本研究不僅對業者提出建議,亦對此議題提出後續研究建議。
The purpose of this study are analysis the marketing strategy and the management model of international enterprises hold sport tourism activity, the case of MERIDA hold the water-land bicycle activity on Sun-Moon Lake. This study was interview one special assistant of the marketing project department in MERIDA, one student that participates, in activity of planning and one staff member of activity. The data collected was adopt interview and observes, and Triangulation method was used to prove validity. The research sum up the interview content and the correlation literature, the results are following as: 1.The main purpose of MERIDA hold water-land bicycle activity on Sun-Moon Lake is to improve brand image and attract potential bicycle's fan by the activity. 2. Although MERIDA hold water-land bicycle activity on Sun-Moon Lake is deficit of state, but its benefit exists, the biggest benefit is that the participant increases year by year, that can positive help for enterprises brand. 3. Although MERIDA hold water-land bicycle activity on Sun-Moon Lake's experience very rich, but also has questions exist, the biggest question is professedly staffs' lack and human resource is not enough. 4. In the part of plan activity, MERID administer this activity that combine government unit, tourism business of local and correlation university department's human resource. Based on these finding, this study not only gave some suggestions for business, but also proposed some future research directions.