體育行銷於商業策略之價值創新: 以紅牛為例

Abstract

與20世紀的有形資本相比，品牌的無形資本正在成為21世紀的主流價值。 品牌的意義基於創新的創意，這使得品牌所創造的價值可以遠遠超出其核心業務。 “為人和理念加之羽翼”是紅牛品牌的核心標識。 自紅牛成立以來，其業務多元化發展，深入體育產業涵蓋電子競技、足球、一級賽車方程式等，從而形成了強大的品牌知名度。 消費者通過體育活動了解紅牛後，會表現出購買行為和態度上的忠誠度，因為難忘的體驗可以建立和增加消費者對於紅牛品牌的喜愛。 通過案例分析，本研究旨在找出紅牛品牌作為可持續競爭優勢來源的答案，以及創新體育活動如何幫助紅牛實現高水平的認知度，體育行銷所產生的情感依戀發揮著巨大的作用。 本文使用價值主張和商業模式畫布來釐清楚客戶的需求，以及了解紅牛是否解決了消費者的問題。 本論文進一步導入BCG 矩陣和創新雷達作為深入的分析。

Compared to physical capital in the twentieth century, brand capital is becoming a major creator of value in the 21st century. “Giving wings to both people and ideas” is the core identity of the Red Bull brand. The meaning of the brand is based on value, which makes it possible to extend the brand far beyond its core business. In the years since Red Bull's foundation, it has diversified its business to include various sports subindustries such as eSports, football, and Formula One, which have led to strong brand awareness. Both behavioral and attitudinal loyalty is shown by consumers after knowing Red Bull through sports activities because the memorable experience can build and maintain Red Bull’s strong brand. Through a qualitative case study, the research aims to find out the answers to the Red Bull brand as a source of sustainable competitive advantages, and how innovative sports activities can help Red Bull achieve its high level of awareness. The emotional attachment that has been generated by sports marketing plays a huge role. This paper uses value proposition and business model canvas to figure out the pains and gains of customers and whether Red Bull’s business model addresses the problems of consumers. Further analysis using the BCG matrix and innovation radar will be introduced in accessing Red Bull.