| 中文摘要 |
目的：本研究主要是瞭解企業如何管理其贊助活動，並以金融服務業贊助棒球運動為例。方法：本研究採用深度訪談法，透過彙整以往相關文獻制定訪談大綱，透過運動行銷學者及實務專家提升其效度，並利用檢視其他相關文件與活動照片作為信度檢驗。結果：顯示受訪企業對於運動贊助相當重視，並由策略發展委員會主導相關決策及效益評估工作，贊助策略亦為企業整體發展策略之一部份，考慮因素部份包含運動本身的贊助條件及營運環境狀況，贊助過程重視排他性與提升曝光空間的權益，同時也規劃許多的活化活動。結論：企業之高層負責運動贊助之規劃與評估事宜，在規劃過程中會檢視自身整體發展、外界營運狀況及贊助對象之條件。搭配的活動以促銷活動內容為主，並期待運動組織提供多元化服務，本研究最後亦提供相關之建議給運動組織、贊助企業及未來研究方向。Purpose: To explore how a financial holding company managed its baseball sponsorships. Methods: An in-depth interview was used for this study to collect data. The interview guideline was developed based upon review of relevant literature. Sport marketing experts from academic and practical circle were invited to examine the interview guideline for content validity. Relevant documents, as well as photos related to sponsorship activities, were collected to improve reliability of the research tool. Results: First, this financial corporation viewed sports sponsorship as part of its corporate strategy. Second, the strategic formulation committee being in charge of planning and controlling of baseball sponsorship took several factors, including value of sports properties and industrial economy, into consideration during the decision-making process of sports sponsorship. Third, exclusivity and exposure opportunity were viewed as the most important sponsorship benefits. In addition, various leverage tactics were adopted for these baseball sponsorships. Conclusions: First, senior level in the corporation was responsible for planning and evaluation work. Second, corporate strategy, external environment and sports property were reviewed during the planning process. Third, many leverage tactics around the baseball sponsorship were promotion-related. Also, various sponsorship services were seen as essential. Furthermore, this study provided financial sponsors as well as sports organizations with some recommendation. Some topics were presented for the future study. |
本站僅提供期刊文獻檢索。
