體驗行銷應用在推廣自行車運動之效益初探

The Exploration of Experiential Marketing on the Promotion of Cycling Sport

近來，樂活、節能、休閒、環保、運動風氣盛行，以及政府和業者的大力提倡，帶動起自行車休閒運動風潮，使自行車市場需求成倍數成長甚至供不應求。從事自行車休閒運動成為時下最健康、最流行的戶外休閒運動。本研究以質性研究的方式進行，旨在探討我國自行車運動結合體驗行銷之相關行銷效益。本研究發現自行車運動愛好者凝聚團體歸屬感，在社會上能創造人與人間親密關係，由於自行車活動本身的吸引力、不斷變化的騎乘路線並從中獲得獎賞，讓自行車活動總是維持高度的流暢體驗。此外，自行車愛好者總是決心付出行動並完成挑戰，找到生活的平衡與主控權，建立與身體和自我對話並省察自我。自行車運動催化生活美感的啟發與感動，讓人放慢生活，享受騎乘樂趣。而自行車休閒運動愛好者似乎也傾向認真地休閒活動。

Nowadays, the idea of lohas, energy- saving, leisure, eco- friendly and exercising is prevailing. With the promotion of the government and the dealers, the trend of cycling is on the rise. The demand for bicycles on the market rose to a point when it was unable to be met by the supply. Cycling became the most healthy and popular outdoor activity. Using qualitative research, we investigate the effectiveness of integrating experiential marketing into the promotion of cycling sport. We discover that cycling enthusiasts form a close bond in the society because of strong group loyalty. The attraction of the actual activity itself, ever changing cycle paths and the reward of completing it make cycling always a fresh and smooth experience. Beyond that, cyclists tend to devote themselves to achieve their goal. They can find the center and leadership of their lives, and thus establish conversation between their body and themselves. Catalyzing enlightenment, affection and aesthetic of life, cycling makes a relaxing and enjoyable activity. That's why cycling lovers tend to take it seriously.