| Summary: | 碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 106 === Road running races are getting popular in Taiwan these years. According to information of “Running Biji” website, the amount of races had increased gradually in five years ago, and reached as many as 488 competitions in 2015. Not only in main cities, even towns and villages are crazy in organizing races too. One of the biggest races, 2016 Taipei International Marathon had successfully attracted more than 22,000 participants, in both Taiwanese and foreigners. Author is feeling curious about this phenomenon, and decided to figure out what are the reasons which called runners to these races, and, the favorites or dislikes while running in these events. The purpose of this study is to identify value propositions of road running races, and try to validate the result with organizing races fictitiously.
In this study, more than 20 races and marathons had been selected for further discuss in how organizers make decisions in providing various type of value propositions to target audience. The first phase of the project involves in semi-structured interview of organizers, runners, coaches and running club where they confirm or disagree the hard work by hosts, as a result of all people who involved in road running races including municipal government, sponsors, citizen would be feeling fulfilled at last. Simultaneously, we wish that host can study and treat the survey seriously, try to improve the quality or races, to make Taiwan races become one of the world best marathons in the future. Through induction and research, we reflect and summarize this study in following points:
1. Why do runners participate in races, can be described in following five reasons: the essence of road running races, the attractiveness of city and town culture, the gifts and souvenirs, the brand power in sponsorship or dependable races and organizer, and the experiences of competition.
2. Analyzation of pain relievers and gain creators, can classify in 13 value propositions. They are experience, getting the job done, trust, cost reduction, risk reduction, accessibility, convenience/usability, commemoration, honor, effect/result, design, brand/status, compatibility and public benefit.
3. Further discussions on above values are needed, including compulsory or additional value, value level, life cycle, declaration of value, and essence of value. Suggestion for practicing potential values is provided too.
【Keywords】：Road Running、Marathon、Value Propositions
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