中華職棒善因運動行銷合作關係之探討

緒論：善因行銷的概念在全球職業動組織廣泛應用，且已備受學者之重視。其中職業運動組織與非營利組織的合作，係影響其成敗的重要關鍵。方法：本研究透過中華職棒善因運動行銷活動中，係透過社會聯盟方式的兩項活動，全壘打金球與早產兒系列活動進行探討，尋找曾參與該活動之重要關係人，總共六人進行半結構式深入訪談。結果：此兩項活動使用之善因運動行銷，皆透過聯合議題的推廣與非營利組織合作，並結合實物捐贈之複合方式，經由高媒體曝光率吸引企業贊助；合作關係上，雙方的合作理念與目的一致，以傳達相關善因理念為主，但雙方無實質合約關係，導致不確定性高。結論：中華職棒善因行銷於經費有限的情況下發展出其特色，以平台概念推廣社會議題尋求企業贊助進而協助非營利組織；非營利組織因對中華職棒的依存性高，活動的執行與決策多由中華職棒負責，但雙方因無合約關係故缺乏談判空間與保障。實務上建議中華職棒應將雙方合作制度化，以利善因行銷活動規劃與執行。學術建議後續研究，可針對中華職棒內部間的合作或是不同的活動發起者，來深入了善因運動行銷在臺灣發展。

關鍵字

夥伴關係；企業社會責任；善因行銷；社會聯盟

並列摘要

Introduction: Cause-related sport marketing (CRSM) campaigns-applied by many global professional sports leagues as a marketing strategy-have become a topic of interest in academic research. CRSM is also a critical factor affecting partnerships between professional sports leagues or teams and nonprofit organizations (NPOs) as well as one determining their success. Methods: This study explored social alliances in the CRSM campaigns of the Chinese Professional Baseball League (CPBL) in collaboration with two NPOs, namely the Taiwan Foundation for Rare Disorders and the Premature Baby Foundation of Taiwan. The study selected six promoters in these campaigns as respondents and conducted in-depth semi-structured interviews. Results: These two CRSM campaigns selected two implementations-joint-promotion and- donate in-kind-and attracted potential donors through extensive media coverage. Although the two parties' purposes were the same, they did not have an official contract; this resulted in high uncertainty in the collaborations. Conclusion: The CPBL has introduced a new concept, namely a ＂platform,＂ for promoting social causes and attracting potential sponsors because of limited marketing funding. This signifies an asymmetric partnership because the NPOs are strongly dependent on the CPBL; the CPBL leads the entire collaborative process but without a contractual relationship, and the NPOs thus lack a guarantee and the power to negotiate. Therefore, the CPBL should institutionalize the collaboration between the two parties to strongly assist their campaigns. Moreover, to gain further insight into CRSM development in Taiwan, future studies should focus on this relationship for related organizations such as players' associations, team managers, and other NPOs.