趙義隆臺灣大學：國際企業學研究所林欽禮2007-11-282018-06-292007-11-282018-06-292005http://ntur.lib.ntu.edu.tw//handle/246246/60534慢跑是一項深受不同階層民眾歡迎的運動，近年來有越來越多企業舉辦各項不同的路跑活動，2004年在台北就舉辦了三場國際馬拉松競賽，吸引了眾多人數報名，參加路跑也變成是一項全民的運動。本論文藉由分析NIKE在全球及本土運動行銷策略上，得到創新行銷是NIKE在行銷上的重要核心思想，再以NIKE贊助路跑運動為主題，研究NIKE在舉行路跑活動中，與創新行銷有關的活動細節。 本研究是用個案研究法進行，主要是研究NIKE在這次活動中，其創新行銷的構思與執行的方式為何，並針對活動的贊助效益做說明，藉由訪問路跑協會秘書長與NIKE運動行銷部協理，配合一些活動的相關文件做分析，來得到本研究的相關結論如下： 一、跨國企業分公司在執行運動行銷策略，透過全球運動代言人及電視廣告的搭配，在各地執行不同運動行銷活動時，更能塑造出一致性之品牌形象。 二、在創新行銷的構思上，利用行銷程序的創新並結合體驗行銷的方式，在運動贊助的過程中，可讓消費者透過獨特的體驗，和贊助企業產生情感性的連結。 三、在運動行銷其整合行銷傳播的執行上，企業透過創新行銷結合新媒體的運用，能與目標市場客群有更良好的溝通。 四、在評估運動贊助的效益上，參加人數的年齡分佈與企業目標市場是否相符，以及網站瀏覽率等相關指標，也是企業在贊助運動時，不可或缺的考量因素。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.目 錄 謝詞...............................................一 中文摘要 ..........................................二 英文摘要 ..........................................三 目錄...............................................四 表次...............................................六 圖次...............................................七 第一章 緒論.........................................1 第一節 研究背景與動機...............................1 第二節 研究目的.....................................6 第三節 研究流程.....................................7 第四節 論文架構.....................................9 第二章 文獻探討....................................10 第一節 企業贊助與運動贊助的關係....................10 第二節 運動贊助與運動行銷的關係....................14 第三節 運動行銷之整合行銷傳播......................23 第四節 運動贊助的效益評估..........................35 第五節 創新行銷的相關文獻..........................40 第三章 研究方法....................................48 第一節 研究架構....................................48 第二節 研究方法....................................50 第三節 研究對象....................................52 第四節 研究限制....................................54 第四章 NIKE市場分析與運動行銷之執行................55 第一節 NIKE 台灣市場分析...........................55 第二節 NIKE全球及本土運動行銷創新之精神............57 第三節 NIKE全球及本土運動行銷之執行---代言人.......60 第四節 NIKE全球及本土運動行銷之執行---贊助.........65 第五節 NIKE全球及本土運動行銷之執行---廣告.........70 第五章 NIKE贊助路跑運動之研究......................75 第一節 NIKE贊助路跑運動之背景介紹..................75 第二節 NIKE贊助2004年及2005年路跑活動之目標........79 第三節 2005年NIKE 5K RUN創意行銷之構思.............87 第四節 2005年NIKE 5K RUN創意行銷之執行.............95 第五節 2005年NIKE 5K RUN贊助效益之評估............104 第六章 結論與建議.................................111 第一節 研究結論...................................111 第二節 研究建議...................................114 參考文獻..........................................118 壹、中文部分......................................118 貳、英文部分......................................120 附 錄 .........................................122 一、中華汽車馬拉松一覽表..........................122 二、虛擬人物的介紹 ................................124 三、虛擬人物陪跑記者會............................127 四、網友回傳簡訊內容..............................130 五、網站會員的跑步宣言............................132 六、2005年NIKE 5 K RUN 12/1∼12/5 網路流量統計....133 七、2005年NIKE 5 K RUN 12/5∼12/11 網路流量統計...133 八、活動參加者相關感言與照片......................134 作者簡歷..........................................1351365987 bytesapplication/pdfen-US整合行銷傳播創新行銷運動贊助運動行銷Sports marketingCreative marketingSport sponsorshipIntegrated marketing communicationthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/60534/1/ntu-94-R90724005-1.pdf