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題名 | 國民體育日之行銷推動策略探討=Discussion of the Promotion Strategy for National Sports Day |
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作者 | 陳伯儀; Chen, Bo-i; |
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43-50+102-103 |
分類號 | 993.29 |
語文 | chi |
關鍵詞 | 國民體育日; 行銷; |
中文摘要 | 為增進國民參與運動之意識,我國體育署自民國103 年起首次透過國民體育日的制訂,藉由各縣市地區舉辦各項體育推廣活動、免費開放運動中心予民眾使用,以及舉行「體育推手獎」表揚典禮等相關推廣方案,促進民眾養成運動習慣進而達到運動推廣之效,在民國104 年,對於國民體育日系列活動的做法與行銷策略也有了明顯的改變,不但加入了電子商務平臺提供運動商品之優惠,更舉辦了首屆的國民體育日體育表演會。本文試以「創新傳佈理論( Diffusion of Innovation)」的角度,來探討過去兩年國民體育日之活動推廣方案產生的價值;並透過統計數據了解過去兩年之成效,數據顯示,在尚未開始行銷推廣國民體育日宣傳訊息之前,僅有12.1% 的民眾知曉國民體育日的活動,而在2015 年8 月25 日以後的知曉度則為25.3%。2015 年8 月25 日為民國104 年之國民體育日整體行銷電視廣告、廣播訊息及大型戶外媒體露出之推出日,在整個的行銷訊息推出後,民眾對於國民體育日系列活動之知曉度上升了13.2%。顯示民國104 年之國民體育日之行銷推廣策略確實達到效果。 |
英文摘要 | To enhance the public sports awareness and habit, Sports Administration, Ministry of Education set up National Sports Day in 2014 and held all kinds of activities to promote exercise in local areas; free admission in sports centers, set up [Sports Promotion Prize] and honoring ceremony for good sports promotion projects, Hoping that these activities will cultivate the exercise habit to promote sports. Starting 25th August 2015, the activities and promotion strategy for National Sports Day has been significantly different. There were new styles of promotion as discount in sportswear in E-commerce, and the first Sports Recitals for the National Sports Day. In this article, we try to evaluate the result of the 2014-2015 National Sports Day from the angle of [Diffusion of Innovation] and also look at the statistic data. The data showed that before marketing promotion of the National Sports Day, the public awareness for this day is 12.1%, and after marketing through TV advertisement, Radio broadcasting and the mass media broadcasting of the Sports Recitals for the National Sports Day, the awareness has increased to 25.3%, which is 13.2% more than the previous year. Therefore marketing strategy for the National Sports Day has been successful. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。