學術產出-Theses
Article View/Open
Publication Export
-
題名 全民路跑之價值主張研究
Value Propositions’ Study of Road Running Races作者 林育千 貢獻者 葉匡時 <br>巫立宇
林育千關鍵詞 全民路跑
馬拉松
價值主張
Road running
Marathon
Value propositions日期 2017 上傳時間 2-Mar-2018 12:07:15 (UTC+8) 摘要 在臺灣，路跑成為近年全民運動的熱門項目之一，根據「運動筆記」統計，賽事數量連續五年上升，達到 2015 年的 488 場賽事。路跑幾乎在國內的各個城市及鄉鎮遍地開花，代表其受歡迎程度且不侷限於個別區域。其中最大型的城市馬拉松－ 2016 臺北國際馬拉松，成功吸引 22,000 名國內外跑者參賽。是什麼因素引起跑友參加路跑賽事？跑友喜歡怎麼樣的路跑賽事；不喜歡哪種賽事？以上問題引起作者的注意，決定透過研究其價值主張，分析箇中因素。同時也問自己，若今天要承辦一場路跑，到底要怎麼辦才會成功。 本研究挑選國內外超過二十路跑及馬拉松賽事，討論個案所屬主辦單位如何決定於商業模式中提供何種價值主張，且使用何種方法配合其價值並傳遞給跑有及其他受眾。本研究先透過半結構式訪談國內馬拉松賽事的主辦單位及承辦單位，再訪談參賽者、教練及跑團。探討前者做了哪些努力及在哪方面用心；後者是否接受、認同且買單前者的作法，以期待主辦單位、合作廠商、跑友、市民都在路跑賽事中獲得收穫，皆大歡喜。同時，也期望主辦單位能參考跑友認為賽事不優的地方給予改進，優良的價值接受肯定並持續進步，讓國內馬拉松早日追上世界六大馬的水平。研究結果歸納如下：壹、 路跑賽事的本質、城市及鄉鎮文化特色行銷、紀念品對路跑賽事的附加價值與魅力、冠名及好口碑賽事的品牌力、提供選手與民眾體驗的機會，以上五項皆為跑友的參賽動機與因素。貳、 解決痛點及創造收穫的分析結果，可歸納成十三個價值主張，包含體驗、把事情搞定、信任、成本降低、風險降低、可及性、便利性／易用性、紀念性、榮譽感、效果／成績、設計、品牌／地位、兼容性、公益性。參、 上述價值再做必要性及附加性價值分析、價值水平分析、生命週期分析、價值主張宣言及情感面產品面體驗式價值分析，另外也提出日後可發掘及發揮創意之價值的嘗試方向。【關鍵字】：全民路跑、馬拉松、價值主張
Road running races are getting popular in Taiwan these years. According to information of “Running Biji” website, the amount of races had increased gradually in five years ago, and reached as many as 488 competitions in 2015. Not only in main cities, even towns and villages are crazy in organizing races too. One of the biggest races, 2016 Taipei International Marathon had successfully attracted more than 22,000 participants, in both Taiwanese and foreigners. Author is feeling curious about this phenomenon, and decided to figure out what are the reasons which called runners to these races, and, the favorites or dislikes while running in these events. The purpose of this study is to identify value propositions of road running races, and try to validate the result with organizing races fictitiously. In this study, more than 20 races and marathons had been selected for further discuss in how organizers make decisions in providing various type of value propositions to target audience. The first phase of the project involves in semi-structured interview of organizers, runners, coaches and running club where they confirm or disagree the hard work by hosts, as a result of all people who involved in road running races including municipal government, sponsors, citizen would be feeling fulfilled at last. Simultaneously, we wish that host can study and treat the survey seriously, try to improve the quality or races, to make Taiwan races become one of the world best marathons in the future. Through induction and research, we reflect and summarize this study in following points:1. Why do runners participate in races, can be described in following five reasons: the essence of road running races, the attractiveness of city and town culture, the gifts and souvenirs, the brand power in sponsorship or dependable races and organizer, and the experiences of competition. 2. Analyzation of pain relievers and gain creators, can classify in 13 value propositions. They are experience, getting the job done, trust, cost reduction, risk reduction, accessibility, convenience/usability, commemoration, honor, effect/result, design, brand/status, compatibility and public benefit. 3. Further discussions on above values are needed, including compulsory or additional value, value level, life cycle, declaration of value, and essence of value. Suggestion for practicing potential values is provided too.【Keywords】：Road Running、Marathon、Value Propositions參考文獻 壹、 英文文獻1. Afuah, A. (2004). Business Models: A Strategic Management Approach, New York, McGraw-Hill/Irwin.2. Anderson, J. and J. Narus. (1998). Business Marketing: Understand What Customers Value, Massachusetts, Harvard Business Review.3. Anholt, Simon. (2010). Places: Identity, Image and Reputation, U.K., Palgrave Macmillan. 4. Anholt, Simon and Gfk. (2016). Paris wins back “most admire city” from London, Nuremberg, Gfk.5. Biel, Alexander L. (1992). How Brand Image Drive Brand Equity, U.K., Journal of Advertising Research.6. Capon, Noel and James M. Hulbert. (2001). Marketing Management in the 21st Century, New Jersey, Prentice Hall.7. Dick, Alan S., Kunal Basu. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework, U.K., Journal of the Academy of Marketing Science. 8. Farquhar, Peter H. (1989). Managing brand equity, Marketing Research 1(3):24-33, Chicago, American Marketing Association.9. Jones, Michael A., David L. Mothersbaugh, and Sharon E. Beatty. (2002). Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes, U.K., Journal of Business Research.10. Kaplan, Robert S. and David P. Norton. (1996). The Balanced Scorecard: Translating Strategy into Action, Massachusetts, Harvard Business Review Press.11. Kambil, A., A. Ginsberg and M. Bloch. (1997). Rethinking Value Propositions, New York, Working Paper, NYU Center for Research on Information Systems.12. Kim, W. C. and R. Mauborgne. (2002). Charting Your Company`s Future, Massachusetts, Harvard Business Review. 13. Kotler, P. and Gary A. (1980). Principles of Marketing, New Jersey, Prentice Hall.14. Kotler, P., D.H. Haider, and I. Rein. (1993). Marketing Places, New York, Free Press.15. Kotler, P.; Jatusripitak, Somkid; Maesincee, Suvit. (1997). The Marketing of Nations: A Strategic Approach To Building National Wealth, New York, The Free Press.16. Kotler, P. (2009). Principles of Marketing, Sydney, Pearson Education Australia.17. Lanning, Michael. (1998). Delivering Profitable Value, New York, Basic Books.18. Linder, J. and S. Cantrell. (2000). Changing Business Models: Surveying the Landscape, New York, Accenture Institute for Strategic Change.19. Lucarelli, A., and P.O. Berg. (2011). City Branding: A State-of-The-Art Review of The Research Domain, Vol. 4 Iss: 1, pp.9 - 27, 2011, Journal of Place Management and Development, U.K., Emerald Group Publishing.20. Osterwalder, A. and Y. Pigneur. (2003). Modeling Value Propositions in e-business: ICEC ’03 Proceedings of the 5th international conference on Electronic Commerce, pp 429-436, Switzerland, University of Lausanne. 21. Osterwalder, A. and Y. Pigneur. (2010. Business Model Generation - A Handbook for Visionaries, Game Changers, and Challengers, New Jersey, Wiley.22. Osterwalder, A., Y. Pigneur and etc. (2014). Value Proposition Design: How to Create Products and Services Customers Want, New Jersey, Wiley.23. Piller, F. and K. Moeslein. (2002). From economies of scale towards economies of customer integration: value creation in mass customization based electronic commerce. Munich, Working Paper, Dept. of General and Industrial Management, Technische Universität München.24. Rackham, Neil and John D. Vincentis. (1999). Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value, New York, McGraw Hill.25. Salman, Saba. (2008). Future of Cities, Communities, Society, London, Guardian.貳、 中文文獻1. 胡幼慧（1996）. 質性研究理論、方法及本土女性研究實例, 台北,巨流出版。2. 辛廣偉 (2000)，台灣出版史，石家莊市，河北教育出版社。3. 汪清澄(2000/07)，20世紀亞洲最佳女選手——紀政的辛酸與榮耀（一），台北，中外雜誌。 4. 王海山 (2003)，科學方法百科辭典，新北，恩楷股份有限公司。5. 劉彥良 (2007)，高齡馬拉松選手的經驗敘說，台北，台北體育大學。6. 陳柔縉 (2009)，人人身上都是一個時代，台北，時報出版。7. 竹中信子 (2009/01)，日治台灣生活史：日本女人在台灣（昭和篇 1926-1945）上，第二章，末節，曾淑卿譯，台北，時報出版。8. 末光欣也 (2012)，台灣歷史，日本統治時代的台灣，台北，致良出版社。9. 曹爾忠 (2013)，中華民國路跑協會二十週年紀念，台北，中華民國路跑協會。10. 郭豐洲 (2014/02)，非跑不可大解密，台北，戶外探索 No.13 11. 台灣文學工作 (2015)，百年不退流行的台北文青生活案內帖，台北，本事出版社。12. Hans Shih. (2016). 打動目標族群，設計高轉換的價值主張, 台北, Conversion Lab. https://goo.gl/Dv7o17. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363130資料來源 http://thesis.lib.nccu.edu.tw/record/#G1043631303 資料類型 thesis dc.contributor.advisor 葉匡時 <br>巫立宇 zh_TW dc.contributor.author (Authors) 林育千 zh_TW dc.creator (作者) 林育千 zh_TW dc.date (日期) 2017 en_US dc.date.accessioned 2-Mar-2018 12:07:15 (UTC+8) - dc.date.available 2-Mar-2018 12:07:15 (UTC+8) - dc.date.issued (上傳時間) 2-Mar-2018 12:07:15 (UTC+8) - dc.identifier (Other Identifiers) G1043631303 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/116180 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 104363130 zh_TW dc.description.abstract (摘要) 在臺灣，路跑成為近年全民運動的熱門項目之一，根據「運動筆記」統計，賽事數量連續五年上升，達到 2015 年的 488 場賽事。路跑幾乎在國內的各個城市及鄉鎮遍地開花，代表其受歡迎程度且不侷限於個別區域。其中最大型的城市馬拉松－ 2016 臺北國際馬拉松，成功吸引 22,000 名國內外跑者參賽。是什麼因素引起跑友參加路跑賽事？跑友喜歡怎麼樣的路跑賽事；不喜歡哪種賽事？以上問題引起作者的注意，決定透過研究其價值主張，分析箇中因素。同時也問自己，若今天要承辦一場路跑，到底要怎麼辦才會成功。 本研究挑選國內外超過二十路跑及馬拉松賽事，討論個案所屬主辦單位如何決定於商業模式中提供何種價值主張，且使用何種方法配合其價值並傳遞給跑有及其他受眾。本研究先透過半結構式訪談國內馬拉松賽事的主辦單位及承辦單位，再訪談參賽者、教練及跑團。探討前者做了哪些努力及在哪方面用心；後者是否接受、認同且買單前者的作法，以期待主辦單位、合作廠商、跑友、市民都在路跑賽事中獲得收穫，皆大歡喜。同時，也期望主辦單位能參考跑友認為賽事不優的地方給予改進，優良的價值接受肯定並持續進步，讓國內馬拉松早日追上世界六大馬的水平。研究結果歸納如下：壹、 路跑賽事的本質、城市及鄉鎮文化特色行銷、紀念品對路跑賽事的附加價值與魅力、冠名及好口碑賽事的品牌力、提供選手與民眾體驗的機會，以上五項皆為跑友的參賽動機與因素。貳、 解決痛點及創造收穫的分析結果，可歸納成十三個價值主張，包含體驗、把事情搞定、信任、成本降低、風險降低、可及性、便利性／易用性、紀念性、榮譽感、效果／成績、設計、品牌／地位、兼容性、公益性。參、 上述價值再做必要性及附加性價值分析、價值水平分析、生命週期分析、價值主張宣言及情感面產品面體驗式價值分析，另外也提出日後可發掘及發揮創意之價值的嘗試方向。【關鍵字】：全民路跑、馬拉松、價值主張 zh_TW dc.description.abstract (摘要) Road running races are getting popular in Taiwan these years. According to information of “Running Biji” website, the amount of races had increased gradually in five years ago, and reached as many as 488 competitions in 2015. Not only in main cities, even towns and villages are crazy in organizing races too. One of the biggest races, 2016 Taipei International Marathon had successfully attracted more than 22,000 participants, in both Taiwanese and foreigners. Author is feeling curious about this phenomenon, and decided to figure out what are the reasons which called runners to these races, and, the favorites or dislikes while running in these events. The purpose of this study is to identify value propositions of road running races, and try to validate the result with organizing races fictitiously. In this study, more than 20 races and marathons had been selected for further discuss in how organizers make decisions in providing various type of value propositions to target audience. The first phase of the project involves in semi-structured interview of organizers, runners, coaches and running club where they confirm or disagree the hard work by hosts, as a result of all people who involved in road running races including municipal government, sponsors, citizen would be feeling fulfilled at last. Simultaneously, we wish that host can study and treat the survey seriously, try to improve the quality or races, to make Taiwan races become one of the world best marathons in the future. Through induction and research, we reflect and summarize this study in following points:1. Why do runners participate in races, can be described in following five reasons: the essence of road running races, the attractiveness of city and town culture, the gifts and souvenirs, the brand power in sponsorship or dependable races and organizer, and the experiences of competition. 2. Analyzation of pain relievers and gain creators, can classify in 13 value propositions. They are experience, getting the job done, trust, cost reduction, risk reduction, accessibility, convenience/usability, commemoration, honor, effect/result, design, brand/status, compatibility and public benefit. 3. Further discussions on above values are needed, including compulsory or additional value, value level, life cycle, declaration of value, and essence of value. Suggestion for practicing potential values is provided too.【Keywords】：Road Running、Marathon、Value Propositions en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與研究問題 6第二章 文獻探討 7第一節 價值主張 7第二節 城市行銷與城市品牌 22第三節 品牌 26第三章 研究方法 29第一節 研究流程 29第二節 研究方法 31第三節 研究架構與變數 33第四節 研究對象 35第四章 個案背景 38第一節 日治時期台灣路跑歷史 38第二節 民國時期臺灣路跑歷史 44第五章 個案探討及研究結果 47第一節 跑友參賽動機與因素分析 47第二節 價值主張分析 93第六章 結論與建議 118第一節 結論 118第二節 研究限制 122第三節 對未來研究之建議 124參考文獻 125附錄 129附錄一 訪談內容：中華民國路跑協會 陳華恆秘書長 129附錄二 訪談內容：台北市政府體育局全民運動科 羅國偉科長 134附錄三 訪談內容：民生慢跑 林文琳 142附錄四 訪談內容：展逸國際行銷第二事業群 官詣喬主任 151附錄五 訪談內容：UA 鬥陣跑團 馬遠紳教練 157 zh_TW dc.format.extent 4734790 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1043631303 en_US dc.subject (關鍵詞) 全民路跑 zh_TW dc.subject (關鍵詞) 馬拉松 zh_TW dc.subject (關鍵詞) 價值主張 zh_TW dc.subject (關鍵詞) Road running en_US dc.subject (關鍵詞) Marathon en_US dc.subject (關鍵詞) Value propositions en_US dc.title (題名) 全民路跑之價值主張研究 zh_TW dc.title (題名) Value Propositions’ Study of Road Running Races en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 壹、 英文文獻1. Afuah, A. (2004). Business Models: A Strategic Management Approach, New York, McGraw-Hill/Irwin.2. Anderson, J. and J. Narus. (1998). Business Marketing: Understand What Customers Value, Massachusetts, Harvard Business Review.3. Anholt, Simon. (2010). Places: Identity, Image and Reputation, U.K., Palgrave Macmillan. 4. Anholt, Simon and Gfk. (2016). Paris wins back “most admire city” from London, Nuremberg, Gfk.5. Biel, Alexander L. (1992). How Brand Image Drive Brand Equity, U.K., Journal of Advertising Research.6. Capon, Noel and James M. Hulbert. (2001). Marketing Management in the 21st Century, New Jersey, Prentice Hall.7. Dick, Alan S., Kunal Basu. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework, U.K., Journal of the Academy of Marketing Science. 8. Farquhar, Peter H. (1989). Managing brand equity, Marketing Research 1(3):24-33, Chicago, American Marketing Association.9. Jones, Michael A., David L. Mothersbaugh, and Sharon E. Beatty. (2002). Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes, U.K., Journal of Business Research.10. Kaplan, Robert S. and David P. Norton. (1996). The Balanced Scorecard: Translating Strategy into Action, Massachusetts, Harvard Business Review Press.11. Kambil, A., A. Ginsberg and M. Bloch. (1997). Rethinking Value Propositions, New York, Working Paper, NYU Center for Research on Information Systems.12. Kim, W. C. and R. Mauborgne. (2002). Charting Your Company`s Future, Massachusetts, Harvard Business Review. 13. Kotler, P. and Gary A. (1980). Principles of Marketing, New Jersey, Prentice Hall.14. Kotler, P., D.H. Haider, and I. Rein. (1993). Marketing Places, New York, Free Press.15. Kotler, P.; Jatusripitak, Somkid; Maesincee, Suvit. (1997). The Marketing of Nations: A Strategic Approach To Building National Wealth, New York, The Free Press.16. Kotler, P. (2009). Principles of Marketing, Sydney, Pearson Education Australia.17. Lanning, Michael. (1998). Delivering Profitable Value, New York, Basic Books.18. Linder, J. and S. Cantrell. (2000). Changing Business Models: Surveying the Landscape, New York, Accenture Institute for Strategic Change.19. Lucarelli, A., and P.O. Berg. (2011). City Branding: A State-of-The-Art Review of The Research Domain, Vol. 4 Iss: 1, pp.9 - 27, 2011, Journal of Place Management and Development, U.K., Emerald Group Publishing.20. Osterwalder, A. and Y. Pigneur. (2003). Modeling Value Propositions in e-business: ICEC ’03 Proceedings of the 5th international conference on Electronic Commerce, pp 429-436, Switzerland, University of Lausanne. 21. Osterwalder, A. and Y. Pigneur. (2010. Business Model Generation - A Handbook for Visionaries, Game Changers, and Challengers, New Jersey, Wiley.22. Osterwalder, A., Y. Pigneur and etc. (2014). Value Proposition Design: How to Create Products and Services Customers Want, New Jersey, Wiley.23. Piller, F. and K. Moeslein. (2002). From economies of scale towards economies of customer integration: value creation in mass customization based electronic commerce. Munich, Working Paper, Dept. of General and Industrial Management, Technische Universität München.24. Rackham, Neil and John D. Vincentis. (1999). Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value, New York, McGraw Hill.25. Salman, Saba. (2008). Future of Cities, Communities, Society, London, Guardian.貳、 中文文獻1. 胡幼慧（1996）. 質性研究理論、方法及本土女性研究實例, 台北,巨流出版。2. 辛廣偉 (2000)，台灣出版史，石家莊市，河北教育出版社。3. 汪清澄(2000/07)，20世紀亞洲最佳女選手——紀政的辛酸與榮耀（一），台北，中外雜誌。 4. 王海山 (2003)，科學方法百科辭典，新北，恩楷股份有限公司。5. 劉彥良 (2007)，高齡馬拉松選手的經驗敘說，台北，台北體育大學。6. 陳柔縉 (2009)，人人身上都是一個時代，台北，時報出版。7. 竹中信子 (2009/01)，日治台灣生活史：日本女人在台灣（昭和篇 1926-1945）上，第二章，末節，曾淑卿譯，台北，時報出版。8. 末光欣也 (2012)，台灣歷史，日本統治時代的台灣，台北，致良出版社。9. 曹爾忠 (2013)，中華民國路跑協會二十週年紀念，台北，中華民國路跑協會。10. 郭豐洲 (2014/02)，非跑不可大解密，台北，戶外探索 No.13 11. 台灣文學工作 (2015)，百年不退流行的台北文青生活案內帖，台北，本事出版社。12. Hans Shih. (2016). 打動目標族群，設計高轉換的價值主張, 台北, Conversion Lab. https://goo.gl/Dv7o17. zh_TW
