| 金门马拉松赛会经营之研究 |
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| 引用本文： | 董燊,黄仲凌,林本源.金门马拉松赛会经营之研究[J].武汉体育学院学报,2012,46(3):54-57. |
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| 作者姓名： | 董燊 黄仲凌 林本源 |
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| 作者单位： | 金门大学运动与休闲学系,中国台湾金门 |
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| 摘 要： | 以参与金门马拉松活动者为研究对象,搜集研究者参加"2008金门马拉松赛"的报道资料、金门地区相关文献、媒体曝光效益的评估与实质效益分析,研究金门马拉松赛的效益。结果显示:2008金门马拉松赛会,主办单位投入7 400 000元,单计算参与者(不含眷属),其投资报酬率为252.47%,纳入传播媒体宣传效益,其投资报酬率高达1 118.7%,再扣除厦门媒体投入宣传费用(纯赞助),整个赛会投资报酬率更高达6 409.93%,其成效十分可观,是金门地区目前最具效益的赛会,值得继续推广。
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| 关 键 词： | 金门马拉松赛会 效益评估 投资报酬率 |
Event Management of Kinmen Marathon |
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| DONG Shen
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HUANG Zhongling
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LIN Benyuan.Event Management of Kinmen Marathon[J].Journal of Wuhan Institute of Physical Education,2012,46(3):54-57. |
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| Authors: | DONG Shen HUANG Zhongling LIN Benyuan |
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| Institution: | (Dept. of Sports & Leisure,National Quemoy Univ.,Kinmen) |
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| Abstract: | The purpose of the study was to evaluate the benefits for"Kinmen Marathon"that was hosted in 2008.It was shown that the input by the host was 7 4000 000 NT dollars.The Return on Investment(ROI)was 252.47%,which was calculated only with regard to the participants.The ROI increased to 1 118.7%,includ ing the effectiveness of media exposure.Excluding the expenditure on media exposure by Xiamen,the ROI in creased to 6 409.93%.According to the results,the benefits were among the best for Jinmen and needed to be promoted. |
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| Keywords: | Kinmen Marathon efficiency estimation ROI |
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