企業贊助運動之整合行銷傳播與創新 行銷研究---以NIKE路跑賽為例
Date Issued
2005
Date
2005
Author(s)
林欽禮
DOI
zh-TW
Abstract
Jogging is a popular exercise in all social levels. There have been more and more companies holding all sorts of jogging activities for the past few years. There were three international marathon competitions held in year 2004, and they had successfully attracted many people to participate. Like this, participating in marathon activities has become a national activity. By analyzing NIKE’s local and global sports marketing strategies, the present study has acquired the information that creative marketing is the core philosophy for NIKE’s marketing. With the theme of NIKE’s sponsorship towards sport activities of running, the present study further investigated the details related to creative marketing in the NIKE’s running activity.
The present study was done as case studies, with the focus on the understanding of what were NIKE’s creative marketing ideas and executing approaches in the currently selected activity. Furthermore, the present study also provides explanations regarding the effects brought by the sponsorship of the activity, and it has conducted analyses by interviewing the secretary general of Road Running Association and the Assistant Manager of NIKE’s Marketing Department, together with some documents associated with the activity. The followings are the conclusions yielded:
1. When the branches of an international company are practicing their marketing strategies, a unified brand image can be created by holding marketing events of different types of sports in different parts of the world with global sports endorser and TV advertisements.
2. As for the ideas of creative marketing, the originality of the marketing procedure, together with the techniques of experiencing marketing are used during the process of sport sponsorship, so that the consumers would form emotional links with the sponsor through the unique experiences.
3. Regarding the sports marketing and the execution of the integrated marketing communication, the company is able to keep a better communication with the target consumers through combining creative marketing with the new media.
4. Regarding the assessment of the effects of sport sponsorship, indicators such as whether the distribution of the participants’ ages matches the target market, and the viewing rate of the website are indispensable elements of consideration when sponsoring sports.
Subjects
整合行銷傳播
創新行銷
運動贊助
運動行銷
Sports marketing
Creative marketing
Sport sponsorship
Integrated marketing communication
Type
thesis
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