國際綜合性運動賽會行銷活動之探討：以2013喀山世界大學運動會為例

An analysis of marketing activity of the multi-sport games: In the case of 2013 universaide in Kazan

隨著國際綜合性運動賽會及世界錦標賽的數量增加，足夠創造營收的行銷工作成為運動賽會籌辦事務重要的一環。本文試著透過綜合性運動賽事之行銷之分工結構，說明綜合性運動賽事的行銷活動，並以喀山世界大學運動會為例說明賽事籌委會所規劃之行銷活動；結果顯示國際大學運動總會參與的行銷事務包括國際媒體轉播權管理、尋求國際供應商的合作、社群媒體應用及媒體公關活動等; 而喀山世大運籌委會負責行銷事務，包括賽事識別系統建構、社會資源籌募、門票銷售管理、轉播事務及媒體公關服務、授權商品等。另外，本文也提供了國內辦理2017世大運及綜合性運動賽事的相關建議。

Along with the expansion of international multi-sport games and Championships, how to generate revenue through marketing become increasingly important for all sport event organizers. This paper aimed to elaborate the marketing efforts of multi-sport events and its structure among various parties and. 2013 Kazan Universiade was selected as a subject whose marketing devotion was thoroughly examined. The important findings stated that First, the sport governing body and local organizing committee conducted most of marketing activities in the world university game. The former was mainly responsible for branding, global sponsorship solicitation, media broadcasting and media relations. The latter emphasized upon brand management of its edition, public relations, sponsorship solicitation, ticketing, licensing, and advertising. In addition, this paper provided further suggestions for host of 2017 Taipei Universiade as well as other multi-sport event organizers.