卡巴迪運動在臺行銷策略之研究

Abstract

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 observeand 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.