頁籤選單縮合
題名 | 運動熱區--運動知識的有效行銷與傳播=Sport Hot Zone--The Marketing and Communication of Sports Knowledge |
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作者 | 林怜利; Lin, Lain-li; |
期刊 | 國民體育季刊 |
出版日期 | 20160300 |
卷期 | 45:1=185 2016.03[民105.03] |
頁次 | 頁36-42+101-102 |
分類號 | 993.29 |
語文 | chi |
關鍵詞 | 運動知識; 運動熱區行銷; 運動傳播; |
中文摘要 | 策略性有效行銷規劃,提供一個整體行銷規劃架構,以環境分析為基礎,擬核心行銷策略,包括:目標市場的設定、定位的立基與行銷策略組合,有效且快速地把運動熱點區消息傳送,溝通行銷整合應用,以宣導民眾養成持續規律運動,與提升生活品質。如何運用有效行銷,讓想運動或休閒者,能透過運動知識的通道,可藉此豐富自己的生活、及健全身心內涵。因此,運用政府平臺隨時提供相關資訊與有效行銷策略,做一系列講座有效行銷與傳播,透過最基層的地方鄰里社區傳播,能促進達到運動人口數。整合各市府機關橫向的溝通及整合不同專業人才,如醫師、營養師、復健師、藥劑師、運動指導員或專業教師等,經由政府積極輔導宣傳、開設多場專題講座,增加民眾對運動與健康的重要性了解,以擴大運動人口市場規模。對民眾而言,透過運動知識講座能讓每一個人了解運動的重要性,並能促進健康、維持良好體能、心理和社會健康。另外,透過互動交流,以紓解壓力、改善心情,可同時達到身、心、靈的提升。透過這些互動的體驗,鼓勵民眾參與運動學習和社會活動,達到有效傳播及全人健康之目標。 |
英文摘要 | Strategic marketing will be set up to provide an infrastructure to promote sports knowledge the Sport Hot Zone. The goal is to promote regular exercise and increase life quality. We would define and position the market and set up strategic planning to rapidly distribute the sports knowledge using integrated marketing and communication means. So that the public can easily access the sports knowledge through the Sport Hot Zone, to increase their exercise level, enriched their life and increase their physical and psychological integrity. A series of lectures to increase sports knowledge will be organized. And this message of the lectures will be put on government website, communicate through governmental channels to the locals, and also strategic marketing to increase the awareness and promote the sport populations. These public lectures will be spoken by doctors, nutritionists, physical therapists, pharmacists and exercise trainers or teachers and the information of the lectures will be widely promoted by government. The lectures will increase the public awareness of the important of exercise to health, and the exercise business or market will also enhance. For the public, the sports knowledge lectures serve the following purposes: understand the important of exercise, become healthy, increase physical status, enhance psychological and social health. Plus that lectures provide environment of communication, so the stress level is reduced, people will have better mood to reach the balance of body, mind and soul. These interactive activities also encourage the public to exercise and take part in social activities, to reach the goal of our project, deliver the information effectively to enhance public health. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。