超級籃球聯賽整合行銷傳播之研究

Abstract

自職籃停賽後,國內籃壇低迷不振。為改善籃壇低迷的風氣,體委會協助籃球協會規劃超級籃球聯賽。整合行銷傳播被行銷界視為未來的趨勢,透過各種不同的傳播工具,將一致、清晰的訊息傳遞給消費者,不只能刺激消費者的購買意願,也能增加消費者對品牌的忠誠度。超級籃球聯賽目前仍在起步階段,若能與整合行銷傳播相結合,對票房的提昇和品牌的建立,絕對有正面的助益。因此,研究者希望能超級籃球聯賽運用整合行銷傳播的情形及績效。研究結果發現超級籃球聯賽在整合行銷傳播的運用上,對於訊息一致性和傳播工具的使用較為注重,與消費者的互動和資料庫的建立上較為忽略,績效上的衡量則以收視率為主。因此,建議未來可以增加與消費者互動溝通的管道,調查消費者的意見做為行銷策略的參考;績效的衡量方式,可以採用多樣化的指標,增加績效的準確性。
Since Chinese Basketball Association paused the games, the development of internal basketball went from bad to worse. In order to improve the situation, National Council on Physical Fitness and Sports helped Chinese Taipei Basketball Association to plan Super Basketball League. Integration marketing communication was regarded as the drift of future by the markets. Send accordant and clear messages to consumers through different communication tools can not only stimulate the buy desire of consumer but also add brand loyalty. Super Basketball League was still in the beginning. The combination with integration marketing communication can bestead to promote the box office and build up the brand. Therefore, the research analyzes the usage of integration marketing communication and the performance in Super Basketball League by interviews. The research discovered the usage of integration marketing communication in Super Basketball League paid more attention to the integration of messages and the use of communication tools, but ignored the interactions with consumers and established the database. The measurement of performance depended on rating. Thus researcher suggests increases the channels of interact and communicate with consumers and investigates opinions of consumers to be a consultation for marketing. The modes estimated the performance can adopt parti-colored index to increase the accuracy of performance.

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Keywords

超級籃球聯賽, 整合行銷傳播, 績效, 運動行銷, Super Basketball League, integration marketing communication, performance, sports marketing

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