運動行銷策略之個案研究-以2009台北聽障奧運為例

A Research of Sport Marketing Strategy －A Case study of The 21st Summer Deaflympic Taipei 2009

林抒涵(Shu-Han Lin)

指導教授 ： 曾忠蕙 ； 曹海濤

亞洲大學/管理學院/國際企業學系碩士班/碩士(2010年)

摘要

由於隨著各項國際級運動賽事的舉辦，運動行銷已扮演著有效拓展運動市場的得力助手，本研究選擇以質性研究方法，以台北2009年所舉辦的聽障奧運會為個案，藉著個案研究法的特性，廣泛的搜集相關資料，並且加以整理及分析，做一完善的統整。
透過運動行銷策略的分析，行銷學中的產品 (Product) 、價格(Price) 、通路 (Place) 及促銷 (Promotion) 與公共關係 (Public relation) 是最根本的應用元素，除了是一切行銷策略發展的開端，更是運動行銷策略的重要元素，由於運動和觀光有著高度的相關性，因此運動觀光是不可或缺的重要項目，舉辦大型的國際運動賽事可以帶動觀光人潮，振興當地的經濟效益。
針對台北聽障奧運的優劣勢及行銷策略，給予分析及以下建議：
1.運動賽事的宣傳應多於藝文活動宣傳，政府須讓社會大眾增進對賽會的了解及認知。
2.積極培訓運動及手語志工。
3.緊接在台北聽障奧運後所辦理的大型活動，可藉由聽奧的舉辦搭配宣傳行銷。
4.增加觀光旅遊路線景點，吸引更多的民眾及觀光客在觀賞完賽事後，能前往觀光。

關鍵字

個案研究 ； 運動行銷 ； 運動觀光

並列摘要

With the various international sporting events held, sport marketing has played an effective role to expand the market for right-hand man. This study is a qualitative research and discussed a case of Taipei 2009 Deaflympics games.
Through the analysis of sport marketing strategy, strategies of products, price, place, promotion and public relation are the most fundamental application. Sport and tourism have a high correlation; therefore, sport tourism is a necessary and important projects. Large-scale international sporting events can bring benefits to tourists and revitalize the local economy.
Regarding Deaflympics games in Taipei’s advantage and marketing strategy, this study made some analysis and offered some suggestions:
1.The number of sport events propagate should be more than that of arts activities. The government should bring the public to improve understanding of the events.
2.Active training the sport and sing language volunteers.
3.The large-scale activities should be held immediately after Deaflympic in Taipei, because many marketing activities could be held in meantime by Deaflympic games.
4.Increase the tourist route attractions in order to attract more tourists to go sightseeing after they watching the events.

並列關鍵字

case study ； sport marketing ； sport tourism

參考文獻

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