政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146928

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146928

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/146928

Title:	從策略行銷觀點探討非營利賽事發展－以FST為例 Strategic Marketing Analysis of Non-Profit Competition: A Case Study of Formula Student Taiwan
Authors:	莊淯翔 Chuang, Yu-Hsiang
Contributors:	巫立宇王俊如 Wu, Lei-Yu Wang, Jyun-Ru 莊淯翔 Chuang, Yu-Hsiang
Keywords:	策略行銷分析交易成本理論非營利組織賽事活動關鍵成功因素 Strategic marketing analysis Transaction cost theory Non-profit organizations Event activities Key success factors
Date:	2023
Issue Date:	2023-09-01 15:02:42 (UTC+8)
Abstract:	隨著電動車逐漸普及，全球車輛產業正面臨著巨大的轉型壓力，台灣也無法幸免。對於這個全球趨勢，台灣必須正視轉型的重要性，因為這不僅影響著車輛產業的發展，還關乎著台灣是否能抓住這個機遇。至於如何把握這個機遇，培育相應的人才，是關鍵所在。儘管台灣部分學校已有開設車輛產業相關科系，且大多數大專院校的學生也有一定機會進入相關產業，但隨著車輛從傳統的燃油車轉向電動車，車輛產業不再僅僅侷限於機械相關學科就能因應，反而更強調電子電機和機械工程的整合能力。本研究的主題是臺灣盃學生方程式聯賽，該競賽長期致力於推動電動車工程實作競賽的發展。我們希望通過引入國際學生方程式競賽，讓學生能夠應用他們所學，同時培養能力，提升產業發展的前景。本研究將運用策略行銷的4C架構和商業模式圖，探討分析目前學生方程式聯賽的運作模式，並探討如何在經濟效益和公益之間取得平衡，以促進非營利公益賽事的發展。根據研究分析可知，臺灣盃學生方程式聯賽在營運過程中，在外顯單位效益成本上，透過增加更多的附加價值提升效益，增加各單位參與意願。在資訊搜尋成本和道德危機成本方面，則是透過主動提供進度報告與便捷的聯絡管道，增加彼此溝通效率與信任。最後在專屬陷入成本上，則是先以完整便捷的贊助方案，讓有意參與的單位僅需負擔最低的投入成本，增加其參與意願，而後邀請有意長期合作的單位成為協會理事，共同規廣賽事，促進產業發展。 With the gradual popularization of electric vehicles, the global automotive industry is facing immense transformational pressure, and Taiwan is no exception. Taiwan must recognize the importance of this global trend as it not only affects the development of the automotive industry but also determines whether Taiwan can seize this opportunity. The key lies in how to seize this opportunity and cultivate the corresponding talents. Although some schools in Taiwan have already established related disciplines in the automotive industry, and most college students have certain opportunities to enter the industry, the shift from traditional fuel vehicles to electric vehicles means that the automotive industry can no longer rely solely on mechanical-related disciplines. Instead, it emphasizes the integration of electronics, electrical engineering, and mechanical engineering. The theme of this study is FST, which has long been committed to promoting the development of engineering practical competitions for electric vehicles. By introducing international student formula competitions, we hope to enable students to apply what they have learned, develop their abilities, and enhance the prospects of industry development. This study will use the 4C framework of strategic marketing and a business model canvas to analyze the current operating model of the Formula Student Taiwan competition and explore how to achieve a balance between economic benefits and public welfare to promote the development of non-profit public events. According to the research analysis, in the operation process of FST, in terms of explicit unit cost-effectiveness, increasing additional value can enhance the benefits and increase the willingness of units to participate. In addition, in terms of information search costs and moral crisis costs, proactive progress reports and convenient communication channels are provided to increase communication efficiency and trust. Finally, in terms of exclusive sunk costs, a complete and convenient sponsorship package is provided first, so that interested units only need to bear the lowest investment cost, increasing their willingness to participate.
Reference:	1.成功大學新聞中心（2020）從宿舍萌芽的夢想站上國際舞台　成大方程式賽車隊自組挑戰不可能2023年5月29日取https://web.ncku.edu.tw/p/404-1000-202396.php?Lang=zh-tw 2.巫立宇、邱志聖（2021）。銷售與顧客關係管理（第二版）。台北市：新陸書局。 3.何聖堯（2022）。導入國際FSAE賽制評測，整體賽事難度提升，第2屆FST臺灣盃學生方程式聯賽正式落幕，2023年5月29日取https://news.u-car.com.tw/news/article/71929 4.邱志聖（2014）。策略行銷分析：架構與實務應用（第四版）。台北市：智勝文化。 5.吳康瑋(2021)。台灣首場學生方程式賽車登場！鴻海基金會邀鴻華、MIH力挺　扶植產業人才，2023年5月29日取https://finance.ettoday.net/news/2078734 6.臺灣盃學生方程式聯賽（2023）。2023年5月29日取 https://www.fstaiwan.net/ 7.MIH Consortium (2022)。FST台灣盃學生方程式聯賽即將開跑，2023年5月29日取https://www.mih-ev.org/tw/news-info/?id=881 8.FSG (2023)。2023年5月29日 https://www.formulastudent.de/fsg/ 9.Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers (Vol. 1). John Wiley & Sons. 10.Rogers, Everett M. (1962). Diffusion of innovations (1st ed.). New York: Free Press of Glencoe.
Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 110363102
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0110363102
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

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