頁籤選單縮合
題 名 | 運動賽事整合行銷傳播績效之焦點團體研究--以2004年~2008年ING臺北馬拉松為例=The Performance of Sports Event Integrated Marketing Communication : A Case Study of the ING Taipei Marathon (2004~2008) |
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作 者 | 黃蕙娟; 施致平; | 書刊名 | 休閒與社會研究 |
卷 期 | 3 2011.06[民100.06] |
頁 次 | 頁17-40 |
分類號 | 993.29 |
關鍵詞 | 運動行銷; 整合; Sports marketing; Integration; |
語 文 | 中文(Chinese) |
中文摘要 | 行銷在運動產業各層面都曾運用過,然面臨行銷環境改變,「整合行銷傳播」因其適應性及強調雙向互動而備受重視。為達研究運動賽事整合行銷傳播績效目的,進行 2004至 2008年 ING臺北馬拉松之縱貫與橫斷研究,採用焦點團體訪談五年接連續參與之跑者與記者並與文獻討論,提出本研究之結果,提出本研究之結論於下:在 ING臺北馬拉松整合行銷傳播績效方面,其整合行銷傳播策略,有極高執行成效與效益,唯在資料庫建立、分析與應用稍嫌不足。 |
英文摘要 | Marketing has been applied in every aspect of the sports industry. While facing changes in the marketing environment, IMC still attracts great attention, due to its adaptability and its emphasis on mutual interactions with customers. To study the performance of IMC for sport events, this study, based on the ING Taipei marathon as the research field, conducted horizontal-vertical and cross-sectional studies from 2004 to 2008, with focus group interviews, as well as discussion of relevant literature. The conclusion was summarized as follow: The performance of the ING Taipei marathon IMC indicated that implementing IMC strategy led to very high execution efficiency and benefits, while still lacking database construction, analysis and application. |
本系統中英文摘要資訊取自各篇刊載內容。