| Summary: | 碩士 === 亞洲大學 === 國際企業學系碩士班 === 98 === In recent years, sports industry rapid expansion because of the sports prevails over the world. Sports become a channel to introduce cities. This study analyzed World Games in Kaohsiung through a case study, examined the preparation, marketing mix, SWOT , influence and benefits of World Games in Kaohsiung.
The result of this study revealed that Kaohsiung had many renovation projects for Word Games. In the marketing mix, core products include six categories of events, twenty-three competition venues, opening and closing ceremony; extend products cover edge products, publication and edge activities. They adopted different pricing and nonlinear pricing strategy and the entrance ticket price is between seventy five and five thousand. Channel strategy included sport ground, ticket sell systems and media. Promotion activities have edge actions, publicity of print and electronic media. In addition, the benefits from World Games 2009 Kaohsiung include the political benefits (promotion of the nation visibility), economic benefits (tourism related industries increased revenue) and other benefits (improvement of national infrastructure).
If the relevant large scale event will be hold in the future, this study suggested that it is necessary to do promotion of events, strengthen traffic convenient, plan travel rote with travel agency, make cooperation between central and local government, and cultivate talent of sports tournament management.
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