企業贊助運動之整合行銷傳播與創新 行銷研究---以NIKE路跑賽為例

Abstract

慢跑是一項深受不同階層民眾歡迎的運動，近年來有越來越多企業舉辦各項不同的路跑活動，2004年在台北就舉辦了三場國際馬拉松競賽，吸引了眾多人數報名，參加路跑也變成是一項全民的運動。本論文藉由分析NIKE在全球及本土運動行銷策略上，得到創新行銷是NIKE在行銷上的重要核心思想，再以NIKE贊助路跑運動為主題，研究NIKE在舉行路跑活動中，與創新行銷有關的活動細節。 本研究是用個案研究法進行，主要是研究NIKE在這次活動中，其創新行銷的構思與執行的方式為何，並針對活動的贊助效益做說明，藉由訪問路跑協會秘書長與NIKE運動行銷部協理，配合一些活動的相關文件做分析，來得到本研究的相關結論如下： 一、跨國企業分公司在執行運動行銷策略，透過全球運動代言人及電視廣告的搭配，在各地執行不同運動行銷活動時，更能塑造出一致性之品牌形象。 二、在創新行銷的構思上，利用行銷程序的創新並結合體驗行銷的方式，在運動贊助的過程中，可讓消費者透過獨特的體驗，和贊助企業產生情感性的連結。 三、在運動行銷其整合行銷傳播的執行上，企業透過創新行銷結合新媒體的運用，能與目標市場客群有更良好的溝通。 四、在評估運動贊助的效益上，參加人數的年齡分佈與企業目標市場是否相符，以及網站瀏覽率等相關指標，也是企業在贊助運動時，不可或缺的考量因素。

Jogging is a popular exercise in all social levels. There have been more and more companies holding all sorts of jogging activities for the past few years. There were three international marathon competitions held in year 2004, and they had successfully attracted many people to participate. Like this, participating in marathon activities has become a national activity. By analyzing NIKE’s local and global sports marketing strategies, the present study has acquired the information that creative marketing is the core philosophy for NIKE’s marketing. With the theme of NIKE’s sponsorship towards sport activities of running, the present study further investigated the details related to creative marketing in the NIKE’s running activity. The present study was done as case studies, with the focus on the understanding of what were NIKE’s creative marketing ideas and executing approaches in the currently selected activity. Furthermore, the present study also provides explanations regarding the effects brought by the sponsorship of the activity, and it has conducted analyses by interviewing the secretary general of Road Running Association and the Assistant Manager of NIKE’s Marketing Department, together with some documents associated with the activity. The followings are the conclusions yielded: 1. When the branches of an international company are practicing their marketing strategies, a unified brand image can be created by holding marketing events of different types of sports in different parts of the world with global sports endorser and TV advertisements. 2. As for the ideas of creative marketing, the originality of the marketing procedure, together with the techniques of experiencing marketing are used during the process of sport sponsorship, so that the consumers would form emotional links with the sponsor through the unique experiences. 3. Regarding the sports marketing and the execution of the integrated marketing communication, the company is able to keep a better communication with the target consumers through combining creative marketing with the new media. 4. Regarding the assessment of the effects of sport sponsorship, indicators such as whether the distribution of the participants’ ages matches the target market, and the viewing rate of the website are indispensable elements of consideration when sponsoring sports.