大型運動賽會識別系統建構之研究-以2011年全國運動會為例

• Main Author: 陳俞全
• Other Authors: 黃煜
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/7fzz75

碩士 === 國立新竹教育大學 === 人資處體育碩士專班 === 100 === This purpose of this study was to investigate the development of event identification system for the large-scale sporting event. National Games Changhua 2011 was selected for the subject in this study. An in-depth interview was used to collect data. An interview guideline was developed based upon review of relevant literatures. Several sports marketing scholars were invited to examine the validity of this interview guideline. Other promotional materials and official documents also were collected on-site during the event period for the sake of reliability test. The results of this study found that “Fortune for Taiwan 100th anniversary was selected as the slogan of this event, which was viewed as the most important element of the mind Identity. This slogan strongly convey the spirit of the National Games. In the Behavior Identify, seven themes of activities, including arts, shows, exhibitions, seminars, sports, marketing, and the event itself were staged to deliver the message of the National Games Changhua 2011. Mascot, logo, trophy and torch were designed to as part of the visual identify system to highlight the character and image of this National Games. Theme song for the Athlete Nights was created as the hearing identity through the presentation of popular singers and display of ringtones of the cellphone. In the event identification system development ,the event host, the Sports Affairs Council, was responsible for appraisal, supervision, and providing administrative support while the local organizing committee, the Changhua County government, had to undertake the task of development of the event identification system for the National Games Changhua 2011, the organizing agency,. Event slogan, logo, and mascot were selected through a task force under the supervision of the local organizing committee. Professionals and scholars were invited to create the conceptual and visual identification system. For activity identification system, the annual activities from various local public agencies were plan as a whole. Local committee also formulated promotional activities around this event. The marketing firm was selected under the Government Procurement Act when choosing the spokesperson and the theme song. The preparatory committee also selected appropriate people to serve as ambassadors. These spokesperson presented the theme song during the Atheltes’ nights and a few occasions. It concluded that the Changhua County government as the local organizing agency was mainly in charge the developing task of event identity system of the National Games Changhua 2011. Government regulation was served as guideline for the local committee while creating these elements of event identification. Finally, the results of these elements were sent to the Sports Affairs Council, Executive Yuan, for approval. This study also provides several suggestions for National Games organizers as well as for future research.