本研究以Adidas愛迪達斯做為研究標的，以此為個案探究運動休閒產品有關KOL(Key Opinion Leader，以下簡稱為KOL)之代言所對產品產生的品牌效果，並就其經營模式與策略分析進行研究。研究針對四位個案公司行銷部門專員與經理進行訪談，並依據訪談結果對應文獻分析，分析Adidas旗下運動休閒品牌採用KOL代言所帶來的行銷效益。
從分析結果發現，KOL相較藝人則更接近消費者，產生更強的產品連動性，且KOL比藝人更容易接觸民眾，行銷預算更低，更適合為運動時尚品牌代言。由於Adidas中運動時尚品牌主要客群為年輕族群，網路曝光程度越高愈能吸引年輕族群的注意，進而仿效其穿搭風格，因此，品牌行銷規劃時需針對產品特性與行銷預算，從KOL名單中選取適切者作為合作對象。
從五力分析結果發現，Adidas需強化品牌差異化，才能形成品牌競爭力。再從SWOT分析結果發現，Adidas相較其他品牌來說，更具有本土特色，此可作為行銷規劃策略重點，透過KOL更貼近消費者所帶來的親和力強化其優勢。根據本研究結果，企業可應用於未來與國際品牌競爭時的行銷規劃中，並可依據商品特性與品牌形象選取適當KOL進行代言，以強化品牌形象。

This research takes Adidas as the research object, and takes it as a case study to explore the brand effect of KOL (Key Opinion Leader) endorsement on sports and leisure products. Moreover, research on its business model and strategy analysis by in-depth interview. 4 cases interviews were conducted with the marketing department specialists and managers. Corresponding with the interview results and literature analysis, KOL endorsements brought marketing benefits for the sports and leisure brands of Adidas.
From the analysis results, it is found that KOLs are closer to consumers than artists, and resulting in stronger product linkage. Furthermore, KOLs are usually closer to the public and have lower expense compare to artists. These features make them more suitable for endorsement of sports and leisure brands. Because of the main customer groups of sports fashion brands in Adidas are young generations, more exposer on the internet could grab more young people’s attention, and further impact them to imitate their outfit. Therefore, in planning the marketing strategy, because of the budget and product characteristics are considered, it is necessary to select suitable people from the list of KOLs as partners.
From the five forces analysis results, it is found that Adidas needs to strengthen brand differentiation in order to force brand competitiveness. From the SWOT analysis results, it is found that compared with other brands, Adidas has more local characteristics, which can be used as the focus of marketing planning strategies. Therefore, the linkage brought by KOLs close to consumers can further strengthen this advantage. According to the results of this research, it can be applied to the future marketing planning when competing with international brands, and appropriate KOLs can be selected for endorsement according to the product characteristics and brand image to strengthen the brand image.

國立中山大學研究生學位論文審定書 i
摘 要 ii
Abstract iii
Table of Contents iv
List of Figure vi
List of Table vii
Chapter 1. Introduction 1
1.1 Research Background and Motive 1
1.2 Research Purpose 8
1.3 Research Process 9
Chapter 2. Industry Profile 10
2.1 Industry Status Quo 10
2.2 Industry Trend 16
Chapter 3. Literature Review 21
3.1 Competitive Strategies 21
3.2 Five Force Model 28
3.3 SWOT Analysis 37
Chapter 4. Results and Conclusion 43
4.1 The characteristics of KOLs 44
4.2 The Advantages of KOL Indorsement in Sports and Leisure Brands 53
4.3 KOL Endorsement to Enhance the Strategic Competitiveness of Sports and Leisure Brands 60
Chapter 5 Conclusion and Recommendations 71
5.1 Conclusion 71
5.2 Recommendations 75
5.3 Research Limitations 77
References 79
Mandarin Reference 79
English Reference 81
Internet Source 84
Appendix- Verbatim Text from Interviewees 87

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