行銷在運動產業各層面都曾運用過，然面臨行銷環境改變，「整合行銷傳播」因其適應性及強調雙向互動而備受重視。爲達研究運動賽事整合行銷傳播模式目的，本研究進行2004至2008年ING臺北馬拉松之縱貫與橫斷研究，採用文件分析與深度訪談方法等進行調查。經分析後，本研究有以下的發現：1.ING臺北馬拉松賽事在規劃、執行與評估，由學理與實務上驗證，皆符合標準整合行銷傳播要件。2.資料庫業務由路跑協會負責，然欠缺心理統計；市場區隔爲參與者、首要、次要與特殊公眾；三部門角色不同、缺一不可，符合協調性原則，高階主管支持度高；溝通與人力配置印證，上到下積極參與並隨時掌控；障礙出現在立場不同；財務面印證唯有透過贊助獲取社會資源，才可使賽事更成功3.媒ING體策略主要是配合廣宣，與達一廣告公司合作，符合協調、一致及互補；策略制定、工具選擇與組合符合「計畫性整合」，媒體購買屬ING業務也善用公部門資源。工具有廣告、公關、直效行銷、銷售促進、事件行銷、包裝與網路行銷，媒體整合面向亦顯示是整合的。根據上述的分析，本研究不僅對賽會事籌辦者提出相關的建議，亦對未來研究者提供後續研究方向。

Marketing has been applied in every aspect of the sports industry. While facing changes in the marketing environment, IMC still attracts great attention, due to its adaptability and its emphasis on mutual interactions with customers. To study an IMC Model for sport events, this study, based on the ING Taipei marathon as the research field, conducted horizontal-vertical and cross-sectional studies from 2004 to 2008, with varies methodologies including file analysis, in-depth interviews, as well as discussion of relevant literature. Several conclusions were summarized as follows: 1. This event was a standard IMC study example. 2. The results were consistent with past studies. The main results were: Participants database were solely in charge by the Chinese Taipei Road Running Association. however, it lacked statistical information on psychological variance; the marketing segments were: participants, primary, secondary and special audience; the responsible departments had different roles, and none could be overlooked; communication and coordination among every unit, as well as human resource allocation, had proved that everyone should play an active part and control the process; barriers existed in different opinions; from a financial perspective, it was proved that in order to make more successful, massive resources from society should be sought through sponsorships; IMC media strategy mainly with ING, partnered with the DAYI; key points in execution were coordination, consistency and complementarities; strategy making, instrument selection and combination, were consonant with a planning integration viewpoint; media purchasing belonged to ING, and was good at using public resources. Major instruments included: advertising, public relations, direct response marketing, sales promotions, event marketing, packing and Internet marketing. Media integration ensured that the various communication media were concordant with each other.