大型運動賽會伏擊行銷因應策略之探究

Exploring the strategy of ambush marketing in mega sporting events

伏擊行銷在1984年第一屆商業贊助的奧運會就已經出現了，但是人們一直到2008年北京奧運李寧事件之後才開始重視這個問題。本文整理出伏擊行銷過去著名事件，分析伏擊行銷昌盛的原因及對於體育賽會的影響並提出管理作為建議。隨著年代的更迭，伏擊行銷的手法由最初的贊助次級單位、體驗式行銷直至近期成為次級贊助商、行銷活動部分合法化及借重科技趨勢推展社群傳播，也進入了一個比較成熟的階段，整合度更強、範圍更廣、內容更新穎且行銷成效更高；成本較低但行銷效果卓越、官方贊助商宣傳力度不足，可能是助長伏擊行銷昌盛的原因；在管理作為上，應對媒体明確贊助商等級及可執行權益內容，增強觀眾管理及贊助商應有更加完善的贊助活化做為等對應方案以維護賽事所有權單位及贊助商權益。

The ambush marketing had already appeared in the first commercial sponsored Olympic Games in 1984, but people did not pay attention to this issue until the 2008 Beijing Olympics Li Ning incident. This article sorts out the famous events of ambush marketing in the past, analyzes the reasons for the ambush marketing prosperity and the impact on the sports competition and proposes management suggestions. With the time pass away, the ambush marketing method has been from the initial sponsored sub-units, experiential marketing to the way of becoming a sub-sponsor, the partial legalization of marketing activities and the promotion of community trends through technology trends. The legalization of marketing activities has also entered a relatively mature stage, with more integration and scope, more widely, the content also updated, and marketing effectiveness is higher. Lower cost but excellent marketing effect, insufficient promotion of official sponsors may be the reason for the promotion of ambush marketing. The media should be clear about the difference between several sponsorship level and executable rights. Content enhance audience management and sponsors should have a more complete sponsorship activation as a corresponding solution to maintain the ownership of the event and the sponsor's rights.