路跑運動行銷關鍵性策略因素之研究

The Study of Key Strategic Factors in Running Sport Marketing

近年來，路跑運動在台灣各地迅速又普及化，其原因再於隨著環保意識及健康概念的提升，國人更加重視休閒遊憩的環境與方式，利用運動旅遊從事休閒活動之風氣逐漸盛行，使得運動旅遊慢慢蛻變成休閒、健身的活動，足以顯示出國內休閒運動旅遊正逐漸受到重視。而路跑是國人經常從事的休閒運動之一，它不需要同伴，不受時間、空間、場地、器材及技術等限制，它是人人都能完成的運動。所以，路跑被視為良好的有氧運動之一，也是最好的全身運動，長期從事適度的路跑不但可以改善心肺功能，而且可以均衡地鍛鍊身體的肌力與肌耐力，同時能調節身體各部位的運動機能。因此本研究旨在探討路跑運動行銷之關鍵性策略因素。本研究透過文獻探討及實證分析，本研究結論為：最重視的個人層次路跑運動關鍵性策略因素有「促進與家人之間的和諧關係」、「培養自我獨立性」，以及「激發自我之潛力」；在組織層次方面則有「參與路跑活動之附加價值」、「公司品牌形象」，以及「過去主辦路跑運動之經驗」；個人層次及組織層次之路跑運動行銷關鍵性策略因素之間沒有顯著相關性；最後，不同背景變項的受訪者在個人層次及組織層次之路跑運動行銷關鍵性策略因素上各有不同顯著差異。依據研究結論，提出建議如下：針對路跑運動參與者採取差異化行銷策略；重視路跑運動行銷的關鍵性策略因素，制定整合性行銷策略；活化廣告文宣之應用；充分利用網路平台；以及增加專職行銷人員。

In recent years, road race events have quickly become a burgeoning trend due to the increased environmental and health awareness. Taiwanese citizens have paid more attention to the methods and environments to spend their leisure, and sports as leisure activities have slowly become popular. As a result, most people have taken up running to spend their off time since it is a sport for everyone while not limited by time, space, equipment, or technique. In addition, running is one of the best sports to improve cardiovascular functions while maintaining good fitness level throughout the entire body. This study will explore the key strategic factors in road race marketing. Through literary research and empirical analysis, we can conclude that the most important key road races strategic factors on a personal level include ＂improving family relationship,＂ ＂building self-independence,＂ and ＂reaching self-potential.＂ On an organizational level, the factors include ＂additional value from participation of these road races events,＂ ＂company brand image,＂ and ＂experience from hosting the events.＂ The factors on the personal level and those on the organizational levels have no obvious correlation. Finally, there are obvious discrepancies in interviewees with different background parameters. From this conclusion, we suggest differential marketing strategies on different road races participants, valuing the key strategic factors for road races marketing, establishing integrated marketing strategy, application of commercials, taking advantage of internet marketing, and increasing professional marketing personnel.