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| 題 名 | 以多準則決策方法探討影響柔道運動行銷評估之研究=A Study on the Evaluation of Marketing Influences in Judo Sport Using DEMATEL Methods |
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| 作 者 | 許吉越; 吳玫玲; 劉銘政; | 書刊名 | 休閒事業研究 |
| 卷 期 | 22:4 2024.12[民113.12] |
| 頁 次 | 頁36-47 |
| 分類號 | 528.973 |
| 關鍵詞 | 運動行銷; 柔道運動; 多準則決策方法; 贊助商; 代言人; Sports marketing; Judo; DEMATEL; Sponsor; Spokesperson; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6746/LIR.202412_22(4).0003 |
| 中文摘要 | 柔道作為一項源於日本的武術,自其成立至今已有百餘年的歷史,在台灣的發展 也有一段輝煌的歷史,近年來卻面臨著運動人口下降的窘境。相對於其他項目運 動,臺灣政府部門對於柔道運動的行銷預算有限,難以進行大規模的廣告宣傳和 活動策劃,柔道知名度相對較低,阻礙了其在體育市場中的曝光和品牌建立,所 以使柔道在大眾參與率較低,一般觀眾難以理解競賽內容,這使得柔道組織難以 推動這項運動。而隨著社群媒體的不斷變革,組織與受眾之間的溝通也產生顯著 的變化。因此,本研究旨在探討影響柔道運動行銷各因素之間的相互影響關係, 以提出增進柔道運動發展之改善。經文獻研究分析,首先提出八大準則評估框架, 分別為運動贊助商、公共關係、周邊商品、代言人、社群媒體、公益形象、政策 以及運動規則認知等文獻內容,透過問卷訪談專家學者,以多準則決策方法分析 其決策影響項目之間的關係權重及排名,次序分層為贊助商、代言人、公益形象, 此三項為最具影響。 |
| 英文摘要 | Judo, originating from Japan, has a history of over a hundred years and has also a glorious development in Taiwan. However, in recent years, it has faced the dilemma of declining participation rates. Compared to other sports, the marketing budget allocated by the Taiwan government for Judo is limited, making it difficult to conduct large-scale advertising campaigns and event planning. Consequently, judo has relatively low visibility, hindering its exposure and brand building in the sports market, and it has lower participation rates among the general public. Audiences find it difficult to understand the competition content. With the continuous advancement of social media, communication between organizations and audiences has undergone significant changes. Therefore, this study aims to explore the relationships among factors influencing Judo sports marketing and propose improvements to enhance Judo's development. Through literature review and analysis, this study firstly proposes an evaluation system consisting of eight major criteria, including sports sponsorship, public relations, peripheral products, endorsers, social media, public welfare image, policies, and rules of the game. Expert scholars were interviewed through questionnaire surveys, and the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method was employed to analyze the relationship weights and rankings of decisionmaking factors. The results indicate that sponsors, endorsers, and public welfare image are the most influential factors in judo marketing. |
本系統中英文摘要資訊取自各篇刊載內容。