武汉体育学院学报
武漢體育學院學報
무한체육학원학보
Journal of Wuhan Institute of Physical Education
2012年
3期
54~57
,共null页
金门马拉松赛会 效益评估 投资报酬率
金門馬拉鬆賽會 效益評估 投資報酬率
금문마랍송새회 효익평고 투자보수솔
Kinmen Marathon; efficiency estimation; ROI
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。
以參與金門馬拉鬆活動者為研究對象,搜集研究者參加＂2008金門馬拉鬆賽＂的報道資料、金門地區相關文獻、媒體曝光效益的評估與實質效益分析,研究金門馬拉鬆賽的效益。結果顯示：2008金門馬拉鬆賽會,主辦單位投入7 400 000元,單計算參與者（不含眷屬）,其投資報酬率為252.47%,納入傳播媒體宣傳效益,其投資報酬率高達1 118.7%,再釦除廈門媒體投入宣傳費用（純讚助）,整箇賽會投資報酬率更高達6 409.93%,其成效十分可觀,是金門地區目前最具效益的賽會,值得繼續推廣。
이삼여금문마랍송활동자위연구대상,수집연구자삼가＂2008금문마랍송새＂적보도자료、금문지구상관문헌、매체폭광효익적평고여실질효익분석,연구금문마랍송새적효익。결과현시：2008금문마랍송새회,주판단위투입7 400 000원,단계산삼여자（불함권속）,기투자보수솔위252.47%,납입전파매체선전효익,기투자보수솔고체1 118.7%,재구제하문매체투입선전비용（순찬조）,정개새회투자보수솔경고체6 409.93%,기성효십분가관,시금문지구목전최구효익적새회,치득계속추엄。
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.
