在臺灣，路跑成為近年全民運動的熱門項目之一，根據「運動筆記」統計，賽事數量連續五年上升，達到 2015 年的 488 場賽事。路跑幾乎在國內的各個城市及鄉鎮遍地開花，代表其受歡迎程度且不侷限於個別區域。其中最大型的城市馬拉松－ 2016 臺北國際馬拉松，成功吸引 22,000 名國內外跑者參賽。是什麼因素引起跑友參加路跑賽事？跑友喜歡怎麼樣的路跑賽事；不喜歡哪種賽事？以上問題引起作者的注意，決定透過研究其價值主張，分析箇中因素。同時也問自己，若今天要承辦一場路跑，到底要怎麼辦才會成功。 本研究挑選國內外超過二十路跑及馬拉松賽事，討論個案所屬主辦單位如何決定於商業模式中提供何種價值主張，且使用何種方法配合其價值並傳遞給跑有及其他受眾。本研究先透過半結構式訪談國內馬拉松賽事的主辦單位及承辦單位，再訪談參賽者、教練及跑團。探討前者做了哪些努力及在哪方面用心；後者是否接受、認同且買單前者的作法，以期待主辦單位、合作廠商、跑友、市民都在路跑賽事中獲得收穫，皆大歡喜。同時，也期望主辦單位能參考跑友認為賽事不優的地方給予改進，優良的價值接受肯定並持續進步，讓國內馬拉松早日追上世界六大馬的水平。研究結果歸納如下： 壹、 路跑賽事的本質、城市及鄉鎮文化特色行銷、紀念品對路跑賽事的附加價值與魅力、冠名及好口碑賽事的品牌力、提供選手與民眾體驗的機會，以上五項皆為跑友的參賽動機與因素。 貳、 解決痛點及創造收穫的分析結果，可歸納成十三個價值主張，包含體驗、把事情搞定、信任、成本降低、風險降低、可及性、便利性／易用性、紀念性、榮譽感、效果／成績、設計、品牌／地位、兼容性、公益性。 參、 上述價值再做必要性及附加性價值分析、價值水平分析、生命週期分析、價值主張宣言及情感面產品面體驗式價值分析，另外也提出日後可發掘及發揮創意之價值的嘗試方向。 【關鍵字】：全民路跑、馬拉松、價值主張 / Road running races are getting popular in Taiwan these years. According to information of “Running Biji” website, the amount of races had increased gradually in five years ago, and reached as many as 488 competitions in 2015. Not only in main cities, even towns and villages are crazy in organizing races too. One of the biggest races, 2016 Taipei International Marathon had successfully attracted more than 22,000 participants, in both Taiwanese and foreigners. Author is feeling curious about this phenomenon, and decided to figure out what are the reasons which called runners to these races, and, the favorites or dislikes while running in these events. The purpose of this study is to identify value propositions of road running races, and try to validate the result with organizing races fictitiously. In this study, more than 20 races and marathons had been selected for further discuss in how organizers make decisions in providing various type of value propositions to target audience. The first phase of the project involves in semi-structured interview of organizers, runners, coaches and running club where they confirm or disagree the hard work by hosts, as a result of all people who involved in road running races including municipal government, sponsors, citizen would be feeling fulfilled at last. Simultaneously, we wish that host can study and treat the survey seriously, try to improve the quality or races, to make Taiwan races become one of the world best marathons in the future. Through induction and research, we reflect and summarize this study in following points: 1. Why do runners participate in races, can be described in following five reasons: the essence of road running races, the attractiveness of city and town culture, the gifts and souvenirs, the brand power in sponsorship or dependable races and organizer, and the experiences of competition. 2. Analyzation of pain relievers and gain creators, can classify in 13 value propositions. They are experience, getting the job done, trust, cost reduction, risk reduction, accessibility, convenience/usability, commemoration, honor, effect/result, design, brand/status, compatibility and public benefit. 3. Further discussions on above values are needed, including compulsory or additional value, value level, life cycle, declaration of value, and essence of value. Suggestion for practicing potential values is provided too. 【Keywords】：Road Running、Marathon、Value Propositions