綜合性運動賽事承辦城市行銷活動之探討

Marketing in the Multi-Sport Event from the perspective of the host city

國際綜合性運動賽事主承辦單位在行銷事務都有各自負責領域且有所互補，而世大運的行銷研究發現，承辦單位主要是負責賽事品牌發展、國內媒體轉播、國內贊助事務、授權商品開發、現場媒體服務及門票銷售業務等，針對此，本文擬從承辦城市之觀點探討負責之行銷事務並以104年全國運動會為例，結果顯示承辦城市試圖透過此賽事行銷城市特色及在地優秀運動員等，主要的行銷事務包括賽事品牌開發、媒體公關轉播及募集社會資源等，另在區域廣告宣傳、促進銷售及媒體轉播等也有所規劃，另外，本文針對未來實務作為及研究議題提出具體建議。

The organizing committee and the event owner in the multi-sport events are responsible for its marketing issues respectively and both played a complimentary role in this regard. Studies indicated that organizing committee of the Universiade spent its marketing efforts in brand development, domestic broadcasting management, local sponsorship solicitation, licensed product development, on-site media service as well as ticketing sales. To analyze marketing activities from the perspective of the host city, the National Games 2015 was selected. Results showed that the host city attempted to promote unique aspects of the city as well as its elite athletes. The host city also devoted its marketing devotion in the theme of event brand development, media relations and broadcasting, sponsorship management, advertising and sales promotions. In addition, this paper provided some recommendations for the sport event practitioners as well as academic researchers.