運動賽會組織尋求企業贊助行為之研究－以HBL為例

A Search for Corporate Sponsorships by Sports Organizations: The Case of the High School Basketball League

王碩(Shuo Wang) ； 楊志顯(Chih-Hsien Yang)

《輔仁大學體育學刊》 16期 (2017/01) Pp. 146-164

摘要

近年來，高中體總推動HBL並積極的舉辦校園活動以及行銷包裝，已成功炒熱台灣原本低迷的籃球運動，並延伸到更高層級的比賽。但受到經濟景氣不佳的影響，政府財政緊縮，用來辦理運動賽會的經費逐年降低，對此，高中體總為能繼續推展中等學校體育活動，採取政策轉型並與行銷公司合作，以爭取各企業廠商的贊助。本研究之目的在於探討高中體總與行銷公司尋求企業贊助的作為。研究方法為訪談法，以立意取樣法選取高中體總及名衍行銷公司各1位相關業務之主管進行訪談。研究工具為半結構式訪談大綱，並採用質化分析的方式謄寫逐字稿内容以進行歸類及編碼，做為討論之依據。研究結果顯示，在招募贊助公司部分，高中體總已完全授權給行銷公司負責，在行銷方面則是高中體總、行銷公司以及轉播單位共同達到有效的三方整合，並於每年賽事結束後召開檢討會來改進當年度的缺失。根據本研究結果，對未來研究提出以下建議：在國内，運動贊助已然成為運動組織拓展社會資源的趨勢，除了相關資料的蒐集，未來可以企業及消費者進行對於運動贊助之不同看法及面向之分析，以評估企業贊助運動賽會之實質效益。

關鍵字

運動行銷 ； PDCA ； 學生聯賽

並列摘要

Recently, the efforts of the Chinese Taipei School Sport Federation (CTSSF) in promoting intramural sport activities have raised the formerly low-attended basketball events to a significantly higher level of visibility. Due to governmental financial constrains resulting from the unfavorable economic circumstances, funding for holding sporting tournaments and competitions is limited. In coping with this difficulty, the CTSSF changed its policy to work with marketing consultants in obtaining corporate sponsorships for the continuing development of high school sports. The purpose of this investigation was to explore the works carried out to acquire corporate sponsorships by the CTSSF and its partner consulting agency. The researchers interviewed two purposively selected administrators in charge of sponsorship from both the CTSSF and the consulting agency. Semi-structured guidelines were used in the interviews. The collected data were transcribed and analyzed using coding and categorization methods. The results indicate that in finding potential sponsors, the consulting agency had full authority from the CTSSF. Whereas, the CTSSF, its consulting agency and the media responsible for broadcasting the tournaments worked collaboratively to make, implement and review the annual marketing plans. Based on the findings of this study, the researchers suggest that as the trend of sponsorships in expanding resources for sports organizations is blooming, future studies may look into the perspectives of sponsors and spectators for a better understanding of the overall benefits of corporates' sponsorship in sports.

並列關鍵字

sport marketing ； PDCA ； student sporting tournaments

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