The study of strategic perspectives on Kabaddi sport marketing in Taiwan

• Main Authors: Yang, Ching-Cheng, 楊景証
• Other Authors: Wu, Hui-Chin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/04479900399119056490

碩士 === 國立臺灣師範大學 === 體育學系在職進修碩士班 === 102 === The aim of the study is explore the different strategic perspectives in marketing the sport of Kabaddi in Taiwan. Studies include researching on the current situation of Kabaddi development in Taiwan, learning Taiwan’s Kabaddi Federation different strategic perspectives in marketing the sport of Kabaddi in Taiwan and its current state of development in marketing. Subjects of this study include Chinese Taipei’s Kabaddi federation members, national team coaches and national team players. Research methods were done by interviewing these respondents and gathering first-hand information during the interviews and audio recording for the transcripts to be encoded. Case studies shows; at present, In Taiwan there are only ten counties that have a Kabaddi Committee. National and Regional competition have been held every year in order to have a better preparation for Junior Asian Kabaddi Tournament and the Asian Games. In recent years following many domestic competitions the biggest growths in teams have been in the Junior High School group. The general public is the target market for The Kabaddi Federation of Taiwan marketing strategies. We have organized competitions and events in order for student athletes to perform to the best of their abilities because they have the privilege to use the sport for educational purposes and also become national team members. Therefore, more people would use these opportunities to participate in Kabaddi. The SWOT theory was used to analyze Kabaddi’s advantages and disadvantages. The advantages of Kabaddi are its simple rules that are easy to understand. Court is easy to set up and due to it being a contact sport it is interesting to the average sports fans. Due to the sport being fairly new in Taiwan, the number in coaches and referees are very limited and players are vulnerable to injuries due to lack of proper techniques. The upcoming Asian Games is a great opportunity for the rise of Kabaddi. It will also be included in the Taiwan National Games in 2015 to attract more people to participate in the sport to control and fight the current and future threats of Taiwan’s society situations which includes lack of birthrate that will result in athletes’ population decreasing and lack of media exposure. SWOT analyses have being used to observe and decide which marketing strategies are to be used to develop the sport of Kabaddi and also diversification, reverse and defensive strategies. According to the findings, our recommendations of marketing strategies in Kabaddi include promoting and developing beach Kabaddi in Taiwan. Promote it at schools in rural areas due to its unique nature of the game. Construct a website for Kabaddi-use only. Strengthen our cooperation with marketing enterprises. Researchers in the future can make more in-depth follow-up discussion from a wide range of research topics in Kabaddi.