摘要
1980年代企業贊助運動的風氣如雨後春筍般的活絡起來，主要是受了1984年洛杉機奧運會企業贊助名利雙收的影響。因此，越來越多企業正將他們的資源投入運動贊助市場中。本研究採文獻回顧法，旨在探討企業贊助體育運動之內涵，首先探討企業贊助基本概念，其次分析企業贊助運動之動機，再來探討企業贊助體育運動的現況、運動贊助效益之衡量、運動贊助未來之趨勢。研究發現，透過企業贊助，讓運動、媒體、贊助商三者在資源共享、利益交換之過程中，走出對運動贊助概念殘留的「傳統慈善捐助」的刻板窠臼、提昇規劃贊助活動的專業能力，能掌握商機，達到三贏的境界。最後，建議運動、媒體、贊助商在贊助體育運動之過程中，對於整個計畫之可行性能夠具有說服力與執行能力，並建立良好且長遠之關係，善用贊助的優勢並有效地加深觀眾的印象及爭取認同感，獲得參與贊助的實質效益，真正達到多贏的目標。
並列摘要
In the 80's, the corporate sponsorship campaign grew rapidly, mainly due to the impact of the corporate sponsorship gaining both of fame and wealth in 1984 Los Angeles Olympic Games. As the result, more and more companies are putting their resources into the sports sponsorship market. This study has adopted the literature review method, and the goal is to explore the meaning of sports corporate sponsorship. First, it is to explore the basic concepts of corporate sponsorship, and secondly, to analyze the intention of corporate sponsorship; Furthermore, followed by a discussion of the current situation of corporate sponsorship of sports, and a measurement of the effectiveness and future trends in sports sponsorship. A study found that through corporate sponsorship, three aspects as sports, media and sponsors in the process of resource sharing and interests exchange have changed their old attitudes of the sports sponsorship concept, the residual ＂traditional charitable contributions＂, enhanced their professional capability on planning sponsoring activities, so they can seize business opportunities and achieve a win-win state. Finally, in the process of sports sponsorship, the study recommends the sports, media and sponsors can be persuasive and implementation capable for the viability of the entire plan, also establish a good and long-term relationship, make good use of the advantages of sponsorship and effectively enhance the impression of viewers and strive for identity, and gain the substantial efficiency through the participation in sponsorship, and thereby achieving a win-win goal.
延伸閱讀
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- 黃蕙娟、羅憲元（2003）。企業贊助運動賽會效益之相關研究探討。運動管理，(5)，86-94。https://www.airitilibrary.com/Article/Detail?DocID=18148972-200306-x-5-86-94-a
- 趙書含、王苓華（2006）。談運動贊助－企業界與運動界的共生商機。成大體育，39(4)，11-17。https://doi.org/10.6406/NCKUSPORTS.200610_39(4).0002
- 李國維（2002）。A Study of the Governmental Sport Policy Influences toward Major Corporate Sponsorship〔碩士論文，國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-2603200719130105
- 李冠輝（2005）。Research upon the Enterprises’ Participation in Marketing Activities via Sports Sponsorship〔碩士論文，國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU.2005.10222