| Summary: | 碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 104 === This research is theoretical based on marketing of sport event and city marketing. This research is aimed to investigate the difference of event marketing strategies between two of the biggest marathon event in Taipei, discussing the purpose of Fubon Taipei Marathon and New Taipei City Wan-Jin-Shi marathon’s marketing strategies and how they were been formulated by semi-structured interview and document research. And then investigate the factors behind the difference to internationalize marathon event. The results of this study were as follows: 1. Fubon Taipei marathon faced huge difficulties in practical situations, the main reasons were the lacking of hinterland in Taipei city, huge amount of participants. Furthermore, Taipei city government still regard Fubon Taipei marathon as a promoting tactics to enlarge the amount of participants. Resulting in breaking balance of quality of marathon event and quantity of participants. 2. The main city governments in Taipei area, Taipei city government and New Taipei city government, play different roles in their own marathon event. City government should guarantee the information from local area, adjusting the marathon event to satisfy the demand of local area. 3. The organizer of marathon event with different marketing purpose and strategies lead to variety products in marathon event. Nowadays, the amount of marathon product provided in a market has been maximized in the current state of the marathon marketplace. Marathon in Taiwan should be elevated from promoting stage to high-quality international marathon event.
Keyword：International marathon, Event marketing, City marketing
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