路跑整合行銷公司多角化經營分析

ASIAIR > College of Management > Department of Business Administration > Theses & dissertations > Item 310904400/114407

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/114407

Title:	路跑整合行銷公司多角化經營分析 A Study on the Diversified Model of Integrated Marketing Company
Authors:	傅志斌 FU, CHIH-PIN
Contributors:	經營管理學系碩士在職專班
Keywords:	路跑;多角化;整合行銷;運動賽事 Road Running;Diversified;Integrated Marketing;Sports Events
Date:	2020
Issue Date:	2022-12-19 02:48:33 (UTC+0)
Publisher:	亞洲大學
Abstract:	我國家政府相關單位理解休閒運動對於臺灣人民之重要性，故教育部體育署為鼓勵並極力提倡國民運動風氣、不斷提升參與運動人口、促進國民生活品質，達成運動生活化、期望打造臺灣運動島為主要目的之計畫。根據107年度全國人口運動現況調查，有84.5%的民眾有參與相關運動，其中定期、定時規律運動的人口比例為43%，且比例呈現逐年上升，顯示民眾參與運動程度越來越高，並且已漸漸養成規律的運動習慣。依據全國賽事最新統計，我國近五年的路跑賽事，每月份在全國各地所舉辦的賽事最少都維持在45場以上，換言之，全臺每年有登錄在全國賽事網站上的賽事就將近500場以上。我國路跑運動的可看性與知名度，相較於其他國家或是城市而言是處於逐步成長中，如果能善用網際網路宣傳、電子商務整合及精準網路行銷，路跑運動將更具有驚人的成長空間。研究結果發現，不論是研究個案或其競爭對手，於相關多角化與非相關多角化的程度仍是不足，其原因為服務對象專注於主辦單位或是相關企業部門，對於路跑參加者僅服務告知賽事相關活動與規定，鮮少再針對路跑參加者提供後續或是客製化服務。本研究提出以下建議，累積路跑里程制度、套裝式路跑賽事、建立溝通管道，鎖定族群、開發專屬APP。 Relevant units of my government understand the importance of leisure sports for the people of Taiwan, Therefore, the Sports Department of the Ministry of Education plans to encourage and vigorously promote the national sports culture, continuously improve the population participating in sports, promote the quality of national life, achieve sports life, and hope to build a sports island in Taiwan. According to the current survey of the national population movement in 107, 84.5% of the people have participated in related sports. Among them, the proportion of regular and regular sports is 43%, and the proportion has increased year by year. Gradually develop regular exercise habits. According to the latest statistics of national competitions, China ’s road races in the past five years have maintained at least 45 competitions across the country every month. In other words, there are nearly 500 events registered on the national competition website every year in Taiwan. The results of the study found that, regardless of the study case or its competitors, The reason is that the service object is focused on the organizer or the relevant enterprise department, and only serves the participants Inform related events and regulations, and rarely provide follow-up or customized services for road runners. This study puts forward the following suggestions: accumulate road mileage system, package road races, establish communication channels, target ethnic groups, and develop exclusive apps.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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