簡易檢索 / 詳目顯示

研究生: 楊景証
Yang, Ching-Cheng
論文名稱: 卡巴迪運動在臺行銷策略之研究
The study of strategic perspectives on Kabaddi sport marketing in Taiwan
指導教授: 吳慧卿
Wu, Hui-Chin
學位類別: 碩士
Master
系所名稱: 體育學系
Department of Physical Education
論文出版年: 2014
畢業學年度: 102
語文別: 中文
論文頁數: 98
中文關鍵詞: 運動產業目標市場市場定位行銷組合
英文關鍵詞: sports industry, target market, market positioning, marketing mix
論文種類: 學術論文
相關次數: 點閱:233下載:21
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 本研究旨在瞭解卡巴迪運動在臺發展現況、臺灣卡巴迪運動單項協會行銷策略之方向性、及檢視臺灣卡巴迪運動單項協會行銷策略之發展。研究對象為中華民國卡巴迪運動協會組織成員、國家代表隊教練及國家代表隊選手。研究方法採質性訪談方式,從受訪者蒐集第一手資料,並將訪談內容錄為逐字稿,加以編碼。研究結果顯示,目前臺灣地區共計有十個縣市成立卡巴迪運動委員會,每年定期舉辦區域性及全國性賽事,並積極參與亞運、亞青盃等國際比賽。其中國內各級賽事參賽隊伍數量,以國中組成長最為明顯。其次,卡巴迪運動協會之行銷策略以普羅大眾為目標市場,採行無差異化行銷,藉由舉辦賽事提供運動參與及觀賞服務,並以升學保送及入選國手參加國際比賽為促銷,期能吸引更多優秀選手投入。第三,採SWOT分析檢視該協會之行銷策略,其優勢是運動規則簡單、場地簡便、競賽富趣味性;劣勢是新興運動項目教練裁判不足、活動激烈選手容易受傷;機會是目前為亞運項目,104年將納入全運會比賽項目,勢必吸引更多選手參與;威脅是面臨少子化危機,運動人口逐年遞減,以及媒體曝光度不足等。經由SWOT分析後制訂該協會在推動卡巴迪運動上之增長性策略、多元化策略、扭轉性策略及防禦性策略。根據研究結果,本研究建議卡巴迪運動協會或許可以藉由推廣沙灘卡巴迪運動、針對偏鄉學校發展為特色運動、成立卡巴迪單項運動專屬網站、加強與企業合作等策略之制訂與執行,以增進卡巴迪運動在臺灣之推動與發展。

    The aim of the study is explore the different strategic perspectives in marketing the sport of Kabaddi in Taiwan. Studies include researching on the current situation of Kabaddi development in Taiwan, learning Taiwan’s Kabaddi Federation different strategic perspectives in marketing the sport of Kabaddi in Taiwan and its current state of development in marketing. Subjects of this study include Chinese Taipei’s Kabaddi federation members, national team coaches and national team players. Research methods were done by interviewing these respondents and gathering first-hand information during the interviews and audio recording for the transcripts to be encoded. Case studies shows; at present, In Taiwan there are only ten counties that have a Kabaddi Committee. National and Regional competition have been held every year in order to have a better preparation for Junior Asian Kabaddi Tournament and the Asian Games. In recent years following many domestic competitions the biggest growths in teams have been in the Junior High School group. The general public is the target market for The Kabaddi Federation of Taiwan marketing strategies. We have organized competitions and events in order for student athletes to perform to the best of their abilities because they have the privilege to use the sport for educational purposes and also become national team members. Therefore, more people would use these opportunities to participate in Kabaddi. The SWOT theory was used to analyze Kabaddi’s advantages and disadvantages. The advantages of Kabaddi are its simple rules that are easy to understand. Court is easy to set up and due to it being a contact sport it is interesting to the average sports fans. Due to the sport being fairly new in Taiwan, the number in coaches and referees are very limited and players are vulnerable to injuries due to lack of proper techniques. The upcoming Asian Games is a great opportunity for the rise of Kabaddi. It will also be included in the Taiwan National Games in 2015 to attract more people to participate in the sport to control and fight the current and future threats of Taiwan’s society situations which includes lack of birthrate that will result in athletes’ population decreasing and lack of media exposure. SWOT analyses have being used to observe and decide which marketing strategies are to be used to develop the sport of Kabaddi and also diversification, reverse and defensive strategies. According to the findings, our recommendations of marketing strategies in Kabaddi include promoting and developing beach Kabaddi in Taiwan. Promote it at schools in rural areas due to its unique nature of the game. Construct a website for Kabaddi-use only. Strengthen our cooperation with marketing enterprises. Researchers in the future can make more in-depth follow-up discussion from a wide range of research topics in Kabaddi.

    口試委員與系主任簽字之論文通過簽名表 i 論文授權書 ii 中文摘要 iii 英文摘要 iv 謝誌 vi 目次 vii 表次 ix 圖次 x 第壹章 緒論 1 第一節 問題背景 1 第二節 研究目的 2 第三節 研究問題 2 第四節 研究範圍 3 第五節 研究限制 3 第六節 名詞解釋 4 第貳章 文獻探討 5 第一節 運動行銷 5 第二節 卡巴迪運動簡介 16 第三節 國際卡巴迪運動發展現況 20 第四節 本章總結 23 第參章 研究方法 25 第一節 研究設計 25 第二節 研究對象 27 第三節 資料的蒐集與工具 28 第四節 研究過程 30 第五節 資料的整理與分析 33 第六節 研究信度與效度 35 第肆章 研究結果與討論 37 第一節 卡巴迪運動在臺發展現況 37 第二節 卡巴迪運動協會行銷策略之方向性 46 第三節 卡巴迪運動協會行銷策略之檢視及發展性探討 61 第伍章 結論與建議 66 第一節 結論 66 第二節 建議 68 引用文獻 70 附錄一 訪談的半結構性問題 74 附錄二 訪談逐字稿編碼 75

    引用文獻
    中華民國卡巴迪運動協會 (2010)。卡巴迪運動研討活動手冊。臺北市:作者。
    吳萬益、林清河 (2002)。行銷研究。臺北市:華泰。
    呂長民 (1994)。行銷研究。臺北市:前程。
    林隆儀(譯)(2006)。行銷策略管理。臺北市:五南。(Orville C. Walker, Jr & John W. Mullins & Harper W. boyd, Jr & Jean-Claude Aarreche)
    洪國賜 (2004)。財務報表分析。臺北市:三民。
    翁興利 (2004)。政策規劃與行銷。臺北市:華泰。
    國際卡巴迪總會網站 (2010)。卡巴迪運動簡介。2011年12月1日,取自國際卡巴迪總會網站,網址http://www.kabaddiikf.com/history.htm#forms
    陳嬋娟 (2003)。企業成立文教基金會及美術館之組織管理研究(未出版之碩士論文)。南華大學,嘉義縣。
    梁基岩(譯)(1990)。行銷學要義。臺北市:曉園。(Philip Kotler)
    第16屆亞運會官方網站 (2010)。運動項目介紹。2011年12月1日,取自第16屆亞運會官方網站,網址http://www.gz2010.cn/special/007803U0/kabadixw.html
    陳向明 (2002)。社會科學質的研究。臺北市:五南。
    黃忠仁 (2010)。我國卡巴迪運動現況與未來展望之探討。臺灣水域運動休閒論壇與學術研討會論文集,78-80。
    黃金柱 (2002)。體育運動策略性行銷。臺北市:師大書苑。
    黃政傑 (1997)。教學原理。臺北市:師大書苑。
    黃煜 (2012)。運動行銷學。臺北市:華都。
    黃煜、林房儹 (2000)。臺灣運動產業之範疇與分類研究。2000年國際體育運動管理研討會論文。臺中:國立臺灣體育學院。
    黃瑞琴 (1999)。質的教育研究方法。臺北市:心理。
    黃營杉 (1990)。企業政策。臺北市:國立空中大學。
    甄曉蘭 (1996)。從典範轉移的在思論質的研究崛起的意義。嘉義師院學報,10,119-146。
    蔡敏玲 (2001)。尋找教室團體互動的節奏與變奏——教育質性研究歷程的展現。臺北市:桂冠。
    鄭志富、吳國銑、蕭嘉惠(譯)(2000)。運動行銷學。臺北市:華泰。(Pitts,B. D., & Stotlar, D. K., 1996)
    蕭富峰 (2006)。行銷策略。臺北市:華泰。
    戴國良 (2007)。整合行銷關鍵報告。臺北市:書泉。
    Alter, J. S. (2000). Kabaddi, a national sport of India:The international of nationalism and the foreignness of Indianners. In N. Dyck (ED.), Game, sport and cultures, 81-116. Oxford, UK: Berg.
    Asian Amateur Kabaddi Federation. (2008). Rules andregulations, history of Kabaddi, member ountries.Retrieved September 28, 2010, from http://asiankabaddi.org/history.php
    Boom, B. H. & M. J. Bitner (1981). Marketing strategies and organization structures for service firms. CHI: American Marketing Association.
    Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
    Ely, M., Anzul, M., Friedman, T., Garner, D., & Steinmetz, A. M. (1997). Doing qualitative research: Circles within circles (4nd ed.). PA: The Falmer Press.
    Foxall, G. R., Goldsmith, R. E., & Brown, S. (1994). Consumer psychology for marketing. London: International Thompson Business Press.
    Irwin, R. L., Sutton, W. A., & McCarthy, L. M. (2002). Sport promotion and sales management. Champaign, IL: Human Kinetics.
    Kotler, P. & Levy, S. J. (1969). Broadening the concept of marketing. Journal of Marketing, 33, 10-15.
    LeCompte, M. D., Preissle, J., & Tesch, R. (1993). Ethnography and qualitative design in educational research (2nd ed.). San Diego, CA: Academic Press.
    Lincon, Y. S. & Guba, E. G. (1985). Naturalistic inquiry. CA: Sage Publications, Inc.
    McCarthy, E. J. (1981). Basic marketing: A managerial approach. Homewood, IL: Irwin.
    McDonald, M. H. B. & Keegan, W. J. (2003), Marketing plans that work (2nd ed.). Newton, MA: Butterworth-Heinemann.
    Mullin, B. J., Hardy, S. & Sutton, W. (1993). Sport marketing. Champaign, IL: Human Kinetics.
    Pande, L. (1982). Bharatiya khelon ki mimunsa: Anexamination of Indian game. New Delhi, India:Metropolitan Book.
    Patton, M. Q. (2002). Qualitative evaluation and research methods (3rd ed.). London: Sage.
    Pitts, B. G., Fielding, L. W., & Miller, L. K. (1994). Industry segmentation theory and the sport industry: Developing a sport industry segment model. Sport Marketing Quarterly, 3(1), 15-24.
    Pitts, B. G. & Stotlar, D. K. (2002). Fundamental of sport marketing. Morgantown, WV: Fitness Information Technology, Inc.
    Raymond Vernon (1966). International investment and international trade in the product cycle. Quarterly Journal of Economics, 80, 190-207.
    Rise, A. & Trout, J. (1969). Positioning is a game people play in today's me-too market place. Industrial Marketing, 54(6), 51-55.
    Roger, K. & Jerry, H. (1991), Strategic planning in education: Rethinking, Restructuring, Revitalizing. Lancaster: Techomi.
    Shank, M. D. (1999). Sports marketing: A strategic perspective. Upper Saddle River, NJ: Prentice Hall.
    Vavra, T. C. (1995). Aftermarketing: How to keep customers for life through relationship marketing. Homewood, IL: Irwin.
    Weinstein, A. (1994). Market segmentation: Using niche marketing to exploit new market, CHI: Ill., Probus Pub. Co.
    Weitz, B. A. & Wensley, R. (1984). Strategic marketing: Planning, Implementation, and Control. Boston, MA: Kent Publishing Co.
    Williams, J. (1996), On becoming a strategic partner with management. Communication World, 13(3), 31-32.

    下載圖示
    QR CODE