以關係行銷觀點探討職業運動之企業社會責任

Exploring the corporate social responsibility of professional sports through the perspective of relationship marketing

曾于庭(Yu-Ting Tseng) ； 吳慧卿(Hui-Chin Wu)

《運動管理》 43期 (2019/01) Pp. 41-54

摘要

運動產業作為近年來發展最為蓬勃的產業之一，其所在意的不僅僅是組織的收益。國內外職業聯盟、球隊甚至是運動員本身除了在乎自身的收益外也時常有捐款、社區服務、保護弱勢族群及呼籲社會運動的新聞產生。但是這些非經濟性的活動對於運動產業的參與者而言有什麼樣的好處？又為何這些參與者必須從事這些活動呢？本文以關係行銷觀點剖析來職業運動中的企業社會責任作為。藉此瞭解職業運動參與者實行慈善活動的目的為何？有哪些好處？又有哪些地方是較為不足的？綜整相關資料後發現，國內職業運動除了本身的行銷策略外亦多採用社會型關係行銷作為行銷手段，但整體而言仍缺乏結構型關係行銷。因此建議職業運動參與者除了著重於建立形象之外，亦可透過改善球場的硬體設備、提供客製化商品與顧客建立強韌的關係。

關鍵字

行為意圖 ； 慈善 ； 改善方案 ； 行銷策略

並列摘要

As one of the most prosperous industries in recent years, the sports industry is not only about the benefits of the organization. Professional leagues at home and abroad, the team and even the athletes themselves often donate money, community services, protect vulnerable groups and call for social movements in addition to their own income. But what are the benefits of these non-economic activities for participants in the sports industry? And why do these participants have to engage in these activities? This study uses the perspective of relationship marketing to analyze corporate social responsibility in professional sports. To understand the purpose of professional sports participants in implementing charitable activities? What are the benefits? What other places should be improved? After collecting relevant information, we found that in addition to its own marketing strategy, domestic professional sports also used social relationship marketing as a marketing tool, but overall there is still a lack of structured relationship marketing. Therefore, it is recommended that professional sports participants, in addition to focusing on building an image, can also establish strong relationships with customers through customization and improvement of court hardware equipment.

並列關鍵字

behavioral intention ； philanthropic ； improvement ； marketing strategy