臺灣全民運動推展政策整合行銷傳播研究-以運動i臺灣(2016-2021)為例

Abstract

本研以2016年至2021年教育部體育署全民運動推動政策「運動i臺灣」出發，從整合行銷傳播角度，針對利害關係人進行問卷調查、融入專家之訪談，探討IMC績效評估。研究一選用結構方程模式檢定IMC｢技術層面」、｢過程績效」及｢輸出績效」具有顯著相關性，發現IMC技術層面，包含「運動公關活動」、「運動推廣人員」、「運動廣告宣傳」、「運動網路分享」四個構面；過程績效包含「活動一致性」、「活動互動性」、「活動任務性」三個構面；輸出績效則包含「活動功能」、「活動知名度」、「活動形象與體驗」等三個構面；研究二採半結構性訪談整理發現，在五大傳播媒體當中，執行單位依序以直效行銷(FB、line)、廣告(平面與電子)、公關活動(新聞稿)進行行銷傳播，各縣市在辦理｢在地特色」所運用整合行銷傳播工具組合最多元、最完整；在輸出績效方面，民眾感受對參與體驗運動i臺灣活動動機提升、管道增加，相較過去全民運動政策上品牌形象，運動i臺灣知名度明顯提升；在過程績效方面發現，內部承辦人員流動率高，容易造成業務推動之困難，參與民眾資料庫建置與分析不落實，以及與地方運動組織合作溝通機制未能完善建立等；實務建議提供相關單位參考，並為後續研究者提供未來研究之可能性。

This study starts with the National Sports Promotion Policy of the Ministry of Education and Sports Administration from 2016 to 2021"Sports i Taiwan", from the perspective of integrated marketing communication, conducts questionnaire surveys for stakeholders and integrates expert interviews to explore IMC performance evaluation. Study 1 uses the structural equation model to verify that IMC "technical level", "process performance" and "output performance" have a significant correlation, and discover the technical level of IMC, including four aspects of "sports public relations activities", "sports promoters", "sports advertising promotion", and "sports network sharing"; process performance includes three aspects of "activity consistency", "activity interaction" and "activity task"; output performance includes three aspects: "event function", "event popularity", and "event image and experience". Study 2 uses semi-structured interview, after sorting out, it was found that among the five major communication media, the executive unit conducts marketing communications through direct marketing (FB, line), advertising (print and electronic), and public relations activities (press release) in sequence. Counties and cities use the most diverse and complete combination of integrated marketing communication tools in handling"local characteristics". In terms of output performance, people feel that their motivation and channels for participating in the Experience Sports i Taiwan activities have increased. Compared with the brand image of the previous national sports policy, the popularity of Sports i Taiwan has increased significantly. In terms of process performance, high turnover of internal contractors was found that is easy to cause difficulties in promoting business, the establishment and analysis of the participating public database is not implemented, and the cooperation and communication mechanism with local sports organizations has not been perfected, etc. Practical suggestions provide references for relevant units, and provide the possibility of future research for follow-up researchers.