Dwi Novita Cahyaningtyas Permatasari
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引用次数: 3

摘要

体育赛事是与利基旅游开发相关的会展主题之一。通过体育赛事的各种促销活动来提高品牌知名度。它对旅游发展的许多方面带来了强烈的影响。马拉松在2019年已经成为非常受欢迎的运动。马来亚银行通过组织2019年马来亚银行巴厘岛马拉松赛,制定了突破性的战略来利用这一趋势。马班克马拉松获得世界田径“铜牌”,成为印尼第一届。然而,马来亚银行在巴厘岛的品牌知名度水平需要评估。根据初步调查,大多数人都知道这一事件,但对该银行的金融产品并不熟悉。本研究使用的方法是混合方法,采用随机抽样技术对100名受访者进行调查,并使用描述性分析进行分析。品牌意识是通过描述David A. Aaker理论的四个要素来衡量的,即头脑中最重要的,品牌回忆,品牌识别,不知道品牌。结果显示,马来亚银行并没有占据最重要的意识或品牌召回水平,只有少数受访者认识徽标和标语,60%的受访者不知道马来亚银行的品牌。有趣的是,虽然大多数受访者不熟悉马来亚银行,但几乎所有受访者(91%)都知道马来亚银行巴厘岛马拉松赛事。运用Adam Cohen的营销漏斗理论对Maybank的推广方案进行分析,最后运用SWOT分析法制定策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
STRATEGI PENINGKATAN BRAND AWARENESS DAN AKTIFITAS PROMOSI DALAM SPORT EVENT (STUDI KASUS: EVENT MAYBANK BALI MARATHON 2019, GIANYAR, BALI)
Sporting events are one of the subjects in MICE related to the niche tourism development. Various promotional activities through sport event is used to increase brand awareness. It brings strong implications for many aspects of tourism development. Marathon has become very popular sport in 2019. Maybank made a breakthrough strategy to take advantage of this trend through organizing Maybank Bali Marathon 2019. Maybank Marathon achieved “Bronze Label” from World Athletics, became the first in Indonesia. However, Maybank's level of brand awareness in Bali needs to be evaluated. Based on the preliminary research conducted, most of the people were aware of the event but were not familiar with the bank's financial products. The method used in this study is a mix method by conducting survey of 100 respondents with random sampling technique and analyzed using descriptive analysis. Brand awareness is measured by characterizing four elements of David A. Aaker's theory namely top of mind, brand recall, brand recognition, unaware of brand. The results show that Maybank does not occupy the top of mind or brand recall levels, and there are only few respondents who recognize the logo and tagline, 60% of respondents do not aware Maybank brand. Interesting fact, although most respondents are not familiar with Maybank, almost all respondents (91%) are aware of the Maybank Bali Marathon event. Maybank's promotion scheme was analyzed using The Marketing Funnel theory by Adam Cohen and finally strategy was formulated using SWOT analysis.
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