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題名 | 認識球中之王--籠球及其推廣策略=Acknowledge of the Cagerall-The Severeign Ball and Its Promotion Strategy |
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作者 | 輝兆雲; Hui, Chao-yun; |
期刊 | 國防管理學院學報 |
出版日期 | 19971000 |
卷期 | 18:2 1997.10[民86.10] |
頁次 | 頁1-8 |
分類號 | 528.959 |
語文 | chi |
關鍵詞 | 籠球; 通路; 網路; Cage ball; Channel; Network; AIDA; |
中文摘要 | 籠球因為體積龐大,故素有球中之王的美譽,具有融合娛樂性與體力消耗、團結 合作等特性,自1950年由美軍傳入我國以來,已將近有50年的歷史,但是始終社會接受度 不高,僅出現在少數學校的團隊競賽中,無法得到大力的推廣。 本文首先介紹籠球運動的源起,並對籠球運動的發展背景加以分析,藉此找出籠球運動 發展與推廣的優劣勢條件;接著嘗試運用籠球運動網路結構的觀點,對籠球運動的現況進行 分析,釐清各網路成員的角色與關係,並提出兩個方向做為日後推廣籠球運動的參考: 一、行銷上AIDA的原理:首先喚起民眾對籠球運動的注意,接著藉由正式比賽的參與或 觀賞,激發其興趣或慾望,最後再由相關支援者提供協助,使其付諸行動,親身參與籠球運 動。 二、籠球網路構面的調整:首先由主管當局政策支持,及民間籠球協會的運作,提供各 級學校或社區籠球發展有利的軟體條件,並利用各管道進行宣導,將籠球比賽及相關運動休 閒的好處傳遞開來,以求比賽成員及觀眾的擴大化,達到全民休閒體育的目標。 |
英文摘要 | Because of great volume, the cage ball has the prestige of the sovereign of balls, which has the characters of enterainment, energy-exhausting and team cooperation. Since 1950, it was in introduced from American troops, almost had history of fifty years. The receipt of society was not high yet, just only appeared in some team competition, it cannot get strong promotion. The study introduces the source of cage ball, and analyzes the background of cage ball to find out the stength and weakness of cageball promotion. By using the network structure of cage ball. We can analyze the presence of cage ball, identifying role and relationship between network members. The paper proposes two directions to promote cage ball; 1.Using the AIDA principle to wake up people noticing the cage ball, appreciating or participating game, triggering the desire to play. 2.To reach the propose of adjusting the network dimensions of cage ball, the authority should establish policy to support, cage ball associations provide schools and communities good conditions to develop cage ball. Using all channels to preach, delivering the advantages of playing cage ball game, to enlarge the member of games and viewers, reach the goal of all people relaxing recreation. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。