中華電信HiNet網路大賽事件行銷與企業形象關係之研究

The research on the relationship between event marketing of HiNet Internet contest and enterprise image of Chunghwa Telecom

范竹貞(Chun-Chen Fan)

指導教授 ： 林伯修

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所在職碩士班/碩士(2009年)

摘要

本研究目的在分析中華電信如何將HiNet網路大賽與企業品牌及形象聯結，進行事件行銷活動。本研究以個案研究和半結構訪談方式，探討中華電信規劃者的事件行銷策略，並輔以問卷調查蒐集HiNet網路大賽參與者的知覺態度。研究結果發現中華電信將HiNet網路大賽從原本以網路線上遊戲為帶動推廣ADSL申裝數的策略，在網路家戶數申裝已經進入飽和的產品成熟市場中，改變行銷策略，調整成以國中小學生為主的公益活動。並以線上學習為主軸，結合產、官、學三方的力量，企圖以形象正面的線上學習進行行銷活動，深入學校與家庭，達到提昇企業形象的目的。另外，HiNet網路大賽參與者的滿意度、忠誠度與知覺態度三者有正向關係，表示中華電信規劃者的行銷策略有達到活動參與者的要求水準，而且在參與事件行銷之後對企業形象產生良好的知覺態度。從中華電信HiNet網路大賽的案例中也証明事件行銷確實為有效之企業行銷策略，可做為提供企業經營者擬定與修正事件行銷策略的參考依據。

關鍵字

企業形象 ； 事件行銷 ； HiNet網路大賽

並列摘要

The purpose of this study analyzed how the Chunghwa Telecom links corporate brand and image together by holding HiNet Internet contest. In this study, qualitative method and interview method are used to evaluate the marketing strategies of Chunghwa Telecom, and supplemented by a questionnaire survey to collect HiNet Internet contest participant satisfaction and loyalty. This study found that the original Chunghwa Telecom strategy is to promote ADSL installation. But now ADSL network is almost available for all families in Taiwan. So Chunghwa Telecom changes its marketing strategies and focus on primary-based to junior-based charity activities. Chunghwa Telecom attempts to hold Internet contest and combines with industry, government, and academic, then try to enhance the corporate image. In addition, this study was to investigate the relationship between corporate image and participant satisfaction and loyalty. The results show that participant satisfaction has a positive relationship with participant loyalty. This means Chunghwa Telecom's marketing strategy has enhanced participants’ satisfaction after they joined HiNet Internet contest. Chunghwa Telecom HiNet Internet contest is also proved that this is an effective enterprise marketing strategy. The conclusion can be used to provide a reference to enterprise managers and establish effective marketing strategies.

並列關鍵字

Event marketing ； Enterprise image ； HiNet Internet contest

參考文獻

宋志揚（2002）。我國網際網路發展策略與科技應用之研究。未出版碩士論文，私立中原大學，中壢市。

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中文參考文獻