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題名:運動行銷市場五力模型分析之探討
書刊名:休閒運動健康評論
作者:陳弘順 引用關係張世沛 引用關係黃意文
作者(外文):Chen, Horng-suenChang, Shih-peiHuang, I-wen
出版日期:2012
卷期:3:2
頁次:頁14-31
主題關鍵詞:運動產業五力模型運動管理行銷策略Sport industryFive forces modelSport managementMarketing strategy
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:5
  • 點閱點閱:12
運動行銷已經成為一種商業策略的應用,在未來不論是在大型運動賽事的舉辦,或者是行銷產業的商業行為策略規劃,將會變得更加普及也變得更加具有開發價值。但是,關於運動行銷產業環境與運動行銷外包觀念的研究缺乏,然而這些資訊卻是規劃與執行運動行銷策略能成功與否的關鍵要素。因此,本文利用國內外文獻探討以及相關產業環境資料分析方式,採取Porter之五力靜態產業環境競爭分析方式為研究方法,企圖建立一個運動行銷產業環境五力分析結構圖。在此研究基礎下,依據論述結果對運動行銷產業提出以下競爭策略的發展方向:一、發展具有高附加價值的運動行銷國際化策略。二、開發技術性導向的運動行銷資訊系統。三、建立運動行銷商品、周邊設備與國際賽事行銷活動之全球化品牌。四、建立核心能力,提供創新服務發掘潛在顧客群,並且積極拓展國際市場。
The trend of commercialization has become more important and prevalent in sport marketing. In near future, with the occurrence of mega sport event, it is expected that sport marketing functions will play critical role in the today's business decision process. By reviewing literature there is a lack of research about sport industry environment and outsourcing in sport marketing. Nonetheless, these two factors significantly impact the results of sport marketing strategy. Thus, the purpose of this paper was to examine sport marketing decision-making strategies and industry environment by factors using a Michael Porter of five forces model. Based on the study, the strategies to promote the competitiveness of Taiwan sport marketing industry were proposed as follows: 1. To develop high value-added and international sport marketing strategies; 2. To increase the capability of developing high technique information systems; 3. To set up the brand of sport marketing in terms of commodities and sport events; 4. To enhance the core competencies to discovery potential local and overseas customers.
期刊論文
1.Boyd, T.、Krehbiel, T.(2006)。An analysis of the effects of specific promotion types on attendance at Major League Baseball games。American Journal of Business,21(2),21-32。  new window
2.黃蕙娟(20060600)。21世紀運動產業分析與未來因應策略探討。中華體育季刊,20(2)=77,55-64。new window  延伸查詢new window
3.Buurma, H.(2001)。Public Policy Marketing: Exchange in the Public Sector。European Journal of Marketing,35(11/12),1287-1300。  new window
4.林國棟(20110800)。臺灣百年體育政策發展回顧與前瞻。學校體育,21(4)=125,40-45。  延伸查詢new window
5.Beasty, C.(2007)。CRM Seores for Sports Franchises。Customer Relationship Management,11(10),17-18。  new window
6.Clark, J. M.、Cornwell, T. B.、Pruitt, S. W.(2002)。Corporate Stadium Sponsorships, Signaling Theory, Agency Conflicts, and Shareholder Wealth。Journal of Advertising Research,42(6),16-33。  new window
7.Colin, B.(2007)。CRM Scores for Sport Franchises。Customer Relationship Management,11(10),17-18。  new window
8.Gentry, L.、Kalliny, M.(2008)。Consumer Loyalty-A synthesis, Conceptual Framework, and Research Propositions。Journal of American Academy of Business,14(1),1-5。  new window
9.Lee, C. S.、Yang, Y. S.(1990)。Impact of Export Market Expansion Strategy on Export Performance。International Marketing Review,7(4),41-51。  new window
10.Li, J.、Karakowsky, L.(2001)。The Competitive Strategy of China's Township Enterprises。Business Process Management Journal,7(4),340-348。  new window
11.Rudd, A.、Johnson, R. B.(2010)。A call for more mixed methods in sport management research。Sport Management Review,13(1),14-24。  new window
12.Smith, A. C. T.、Stewart, B.(2010)。The special features of sport: A critical revisit。Sport Management Review,13(1),1-13。  new window
13.Yancey, A.、Winfield, D.、Larsen, J.、Anderson, M.、Jackson, P.、Overton, J.、Wilson, S.(2009)。"Live, Learn and Play": building strategic alliances between professional sports and public health。Preventive Medicine,49(4),322-325。  new window
14.Kaynak‚ E.、Salman‚ G. G.、Tatoglu, Ekrem(2007)。An Integrative Framework Linking Brand Associations and Brand Loyalty in Professional Sports。Journal of Brand Management,15(5),336-357。  new window
15.Washburn, J. H.、Till, B. D.、Priluck, R.(2004)。Brand alliance and customer-based brand equity effects。Psychology and Marketing,21(7),487-508。  new window
16.Donavan, D. T.、Janda, Swinder、Suh, Jaebeom(2006)。Environmental influences in corporate brand identification and outcomes。Journal of Brand Management,14(1/2),125-136。  new window
17.Brouthers, L. E.、Xu, K.(2002)。Product stereotypes, strategy and performance satisfaction: The case of Chinese exporters。Journal of International Business Studies,33(4),657-677。  new window
會議論文
1.鄭志富(2002)。二十一世紀臺灣運動產業之發展與挑戰。第二屆中華民國運動與休閒管理國際學術研討會,行政院體育委員會, 教育部體育司, 國立臺灣師範大學主辦 ; 中華民國休閒協會, 國立臺灣師範大學運動與休閒管理研究所承辦 。臺北市:行政院體育委員會, 教育部體育司, 國立臺灣師範大學。7-22。  延伸查詢new window
學位論文
1.李柏陞(2009)。都市行銷與運動行銷結合之研究--以中華職棒為例(碩士論文)。國立政治大學。  延伸查詢new window
2.韓依瑾(2009)。我國運動行銷公司經營現況之研究--以悍創股份有限公司為例(碩士論文)。國立體育大學,桃園縣。  延伸查詢new window
3.吳商平(2010)。品牌知名度、贊助配適度、贊助形式對運動行銷效果之研究(碩士論文)。東吳大學。  延伸查詢new window
圖書
1.Smith, A.(2008)。Introduction to sport marketing: A Practical Approach (Sport Management)。Elsevior Ltd.。  new window
2.Porter, Michael E.(1990)。The Competitive Advantage of Nations。New York:Free Press。  new window
3.Porter, Michael E.(1985)。Competitive Advantage: Creating and Sustaining Superior Performance。New York, NY:Schuster Inc.。  new window
4.Porter, Michael E.(1980)。Competitive Strategy: Techniques for Analyzing Industries and Competitors。Free Press。  new window
其他
1.徐若芸(2008)。體驗學習在運動行銷領域之研究(專題研究論文),台北市:國立台北教育大學社會科教育學系。  延伸查詢new window
2.力捷運動產業顧問公司(2011)。力捷運動產業顧問公司服務內容與項目,http://www.simsport.com.tw., 2011/10/15。  延伸查詢new window
3.頂尖運動行銷公司(2011)。頂尖運動行銷公司簡介,http://tw.myblog.yahoo.com., 2011/08/28。  延伸查詢new window
4.動腦brain實力媒體(2011)。做球迷眼中的另類主角運動行銷策略說分明,http://www.brain.com.tw., 2011/11/04。  延伸查詢new window
 
 
 
 
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