頁籤選單縮合
題 名 | 人員銷售在運動行銷的應用=The Application of Personal Selling on Sport Marketing |
---|---|
作 者 | 林政德; | 書刊名 | 國立體育學院論叢 |
卷 期 | 12:1 2001.10[民90.10] |
頁 次 | 頁147-159 |
分類號 | 993.29 |
關鍵詞 | 人員銷售; 運動行銷; 業務員; Personal selling; Sport marketing; Salesperson; |
語 文 | 中文(Chinese) |
中文摘要 | 隨著經濟的持續成長,國民所得不斷提高,社會日趨富裕繁榮,可用於休閒及運動的支出日益增加。因此,如何吸引更多民眾樂於觀賞運動比賽或節目,及親自參與運動或其他體育活動,以實質提升國民的生活品質,實為體育運動經營企業化的首要課題。欲達此目的,唯有採取運動行銷的方式才能畢竟其功。 銷售是任何運動組織的命脈,無論是門票、轉播權利金、贊助、商標、廣告、包廂或任何運動商品,皆須藉由銷售達成運動組織的目標。人員銷售的成本雖然較高,但成效良好,是運動組織做為推廣高價位商品的最佳銷售方式。本文分別就人員銷售的意義、目標、管理及步驟,探討其在運動行銷的應用。人員銷售的目標是尋找準客戶、將這些準客戶變成客戶及維持客戶滿意;人員銷售的管理包含招募與甄選、訓練、指導、激勵與評估;人員銷售的步驟包含尋找準客戶、事先準備工作、接近準客戶、銷售展示、處理異議、締結及追蹤。 |
英文摘要 | With the development of Taiwan's economy, leisure and sport are paid more and more attention by the public. Thus, how to attract more people to watch and participate sports was the first priority for sport organization. To attain this objective, sport managers had to utilize sport marketing. Sales is the lifeblood of any sport organization, whether it could be of tickets, media right, sponsorships, signage, advertising, luxury suites, or any of the sport products. The purpose of this article was to explore the application of personal selling in terms of its meaning, objective, management and process on sport marketing. The management of personal selling includes hiring & selecting, training, instructing, motivation and evaluation. What's more, the process of personal selling was made up of prospecting, preparing the preapproach, approaching the prospect, sales presentation, handing objections, closing the sale and following up the sale. |
本系統中英文摘要資訊取自各篇刊載內容。