Integrated Marketing Communication Model Of Large-scale Sporting Events In The Context Of New Media

Marketing has been applied in every aspect of the sports industry and its role has been gradually enhanced in the 21 st century. Via strategic marketing planning and execution, sport marketing achieves suppliers’ organized objectives and satisfies consumers’ requirements simultaneously. This viewpoint of customer-oriented, emphasizing on win-win situations, has become a critical function in sports industry, and has even emerged into a specialized “Sport Marketing” field. While facing changes in the marketing environment, Integrated Marketing Communicating(IMC) still attracts great attention, due to its adaptability and its emphasis on mutual interactions with customers. A review of previous researches demonstrates that, at present, traditional marketing ideas are primarily utilized; in contrast, integration and communication are not emphasized, and they are rarely seen in studies on sports. Hence, to develop representative research and to construct an IMC Model for sport events, this study, based on the ING Taipei marathon as the research field, conducted horizontalvertical and cross-sectional studies from 2004 to 2008, with varies methodologies including file analysis, in-depth interviews, focus group interviews, and content analysis, as well as discussion of relevant literature. Several conclusions were summarized as follows:First, through the analysis of new media strategies of sports events, visible networks, mobile phones, digital television and other new media technology is one of the main media tools to promote the diversification of sports marketing. New media sports communication strategy, you need a marketing plan and adaptable to maintain the sustainable development of major sports events, characterized by the use of integrated marketing communication theory, trying to construct large-scale sporting events new marketing model.Second, the Beijing Olympic Games as a case study for analysis and found that the Beijing Olympics marketing sponsorship, tickets, broadcast rights, and franchising. Research tool advertising, public relations, direct marketing, sales promotion, event marketing, packaging and marketing, having regard to the full, diverse and integration, while the integrated media marketing results found spread the Beijing Olympics is the same, but not the marketing effectiveness satisfactory, taking into account the Beijing Olympics broader marketing platform, it is necessary to propose a more suitable for large sports marketing communication concept.Third, the construction of sports integrated marketing communication model, the sports biggest difference compared to other industrial activity that has its execution stage, therefore, on the basis of race features and integrated marketing communication concepts, segmentation planning, organization, execution and evaluation of the four stages, and It should be emphasized at all stages corresponding integration features. And because there is consistency and integrated marketing communications continuity, if not a single event, have the effect of evaluation results as a reference after the event, can be developed into a virtuous cycle mode.