頁籤選單縮合
題 名 | 廣告策略在運動賽會之應用=Study of the Co-relation between Advertisement Strategy and Business in Sports Activity and Competition |
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作 者 | 黃長發; | 書刊名 | 中州學報 |
卷 期 | 24 民95.12 |
頁 次 | 頁233-242 |
分類號 | 993.13 |
關鍵詞 | 廣告策略; 運動賽會; Advertisement strategy; Sports activities and competition; |
語 文 | 中文(Chinese) |
中文摘要 | 本文研究目的昌在探討「廣告策略」對運動賽會的相關性問題。廣告已成為現今社會迅速傳播各種產品的資訊工具,並成為我們生活中的一部分,善用廣告行銷已是現今企業組織不可或缺的經營策略,如何善用廣告策略來提升運動賽會的發展,此乃本文研究重要議題。本研究採用文獻分析法,先蒐集資訊科技相關理論、議題、趨勢與過去相關學者研究的成果與文獻,將所蒐集的資料文獻加以整理、歸納、分析、解釋,作為本研究推論之依據。並從研究結果發現提出如下具體策略方法:(一) 運動賽會相關組織應有放利用廣告策略,將運動賽會本身的環境產業特性、市場目標特性、競爭者特性與本身條件定位,在擬定廣告策略時能與品牌結合,將可吸引顧客參與,並提高經營效益。(二) 定期訓練運動賽會的行銷部門與管理人員,提升運動賽會人力對理論與實務的熟悉度與應用能力,作為運動賽會競爭優勢提升的基礎。(三) 利用分派、監視、組織與互動四個步驟,增進與改進廣告效率。(四) 實施顧客與區域性問卷調查,以了解廣告策略實施成效。 |
英文摘要 | The purpose of this research was to investigate the co-relation between 'advertisement strategy' and sports activities and competition. Advertisement has been an informative tool being able to broadcast any products, and as a part of our daily life. Utilizing the tool has been the must for business strategy. Application of this strategy to promote the development of sports activities is the top issue of this study. This study collected previous research results, such as theories, topics, tendency and previous results and references with further analyzing, concluding, explaining to be the core of our inferences. It has been concluded from our study: (I) The organization of sports activities should utilize the strategy of advertisement effectively, and characterize the sports activities, market target, competitors, and the activities itself to fit the brand to attract participants to achieve best business interest. (II) Training of the members of sports activities and managers in administration department on regular base to ensure their understanding of knowledge as well as practical issues in real life in order to build up their ability for competition. (III) Utilizing assigning, supervising, organization, and interaction as four steps to elevate the effectiveness of advertisement. (IV) Investigating customer opinion to evaluate the effectiveness of advertisement. |
本系統中英文摘要資訊取自各篇刊載內容。