運動行銷之研究與創作-以2007年第三十七屆世界盃棒球錦標賽為例

Abstract

運動是跨文化與國界，不分性別、年齡與社會各階級的活動，而運動商品化潛在的利益，是吸引大量企業投入運動行銷的行列。運動行銷已成為所有事件行銷類目中最為美國企業所喜愛的項目，目前占所有贊助金額的80%，並維持每年25%至30%的成長率。

本研究主要針對2007年第37世界盃棒球錦標賽的視覺設計作為呈現研究成果。由於世界盃為兩年舉辦一次為成棒賽事中最高等級賽事，很榮幸能為這次大會規劃全部的視覺設計，完整的呈現中華民國的特色，從大會標誌運用傳統書法組合與具象的棒球結合，海報的呈現則運用中國傳統國化的表現手法，讓舉辦國的特色完美呈現。

此外，本研究創作期能給予下次承辦時更完整的表現，也同時能夠對大會如何規劃全方位視覺平台並藉以吸引更多注意的目光。

Sports activities are multi-culture, with no national boundaries. There is no distinction in gender, age and any other social ranking in sports. The potential of sports commodity is to attract a large number of business enterprises to invest into sports marketing businesses. Sports marketing has now been one of America’s favorite item in business enterprise. At present, the sponsorship rate is 80% and maintains 25-30% growth rate annually.

This research is according to the fruitful results in the year of 2007 XXXVII Baseball World Cup visual design. The World Cup is carry out biennally and has been one of the most important competition of all. I have the honor to be the designer to work out all the visual design which completely shows the feature of the Republic of China. The signal of convention combines traditional calligraphy and concrete image of baseball. The poster shows the technique of traditional Chinese painting. Ultimately, it shows the special distinction of every nation.

In addition, I anticipate this research can make the next convention to have a complete and perfect performance, which results in planning a multifarious visual platform and creating more attraction.