航空產業運動贊助模式之研究-華航個案-

企業運用運動贊助的方式做為其本身產品或品牌的行銷策略，已經越來越受到企業的重視與肯定。本研究旨在探討民航產業(以航空公司為例)對於運動贊助的情況。沙烏地阿拉伯聯合大公國(AUE)的酋長航空(Emirates Airlines)運用運動贊助做為行銷策略主軸，使得企業本身無論品牌知名度及營收皆收到正面的贊助效益，成為近年來航空界運動贊助的典範。以及對國內的國際航空公司-中華航空做個案比較與探討，試圖了解兩家航空公司-Emirates及華航運動贊助的緣由，及在可能的干擾因素下，對運動贊助的類型與方式的選擇，以及其產生的贊助效益。本研究以個案方式探討，透過相關文獻及Emirate與華航兩家航空公司之運動贊助案例之次級資料，及華航企業訪談資料做分析，發展出命題，最後提出以下結論：一、Emirates的運動贊助行銷策略有：(一)、既有國際航點上行銷其企業品牌，以歐洲為主要地區，贊助項目以大眾參與度高及國際能見度高的運動為主，如足球、橄欖球、高爾夫等。藉由贊助球隊的戰績，提升企業曝光度及品牌知名度；(二)、在新拓市場(航點)上行銷企業品牌，積極行銷亞洲及大洋洲地區的運動贊助。(三)、找尋可以代表其企業本身特質-打拼、專注、和競爭力的理念的運動團體。二、華航在運動贊助模式上，行銷策略以企業社會責任為主，且傾向策略聯盟或異業結合、以資源交換為主要方式。研究發現，華航對以運動贊助做為行銷策略持消極作法，且以企業社會責任履行為主，贊助對象傾向與本身企業相近的行業為優先考量，以致對運動贊助的作為無法有顯著的贊助效益。華航為國際航空公司，雖因政治上的因素在航線/航點拓展上受到限制，然對於既有的航線/航點的行銷，並未有國外運動贊助的案例。相較於Emirates的典範作為，華航的運動贊助項目並未發揮運動贊助的效益。

關鍵字

贊助效益；航空公司；運動贊助；品牌知名度

並列摘要

Corporate sponsorships on sports had become more affirmative and had drown attention on marketing strategy for products and the brand promotions. The Study tried to explore the situation of corporate sponsorship on sports in civil aviation industry (airlines as example). The Emirates Airlines – Arab United Emirates (AUE) airlines, based in Dubai, is the most successful airlines which using sports sponsorship model on its marketing strategy. Emirates had being made great corporate image and brand awareness by its effective sports sponsorship both in domestic and abroad. It becomes a paradigm of sports sponsorship in civil aviation industry recently. On the contrary, the China Airlines (Taiwan) will be the target on this study. Comparing to things done by the Emirates, can the China Airlines be suitable for the strategic marketing on its operation? Throughout the case study, we issue some propositions, and also conclude the follows: 1. The Emirates promoted its brand on foreign destinations mostly in Europe, and potential markets in Asia and Oceania by using sports sponsorships on varieties like football, rugby, golf etc. The Emirates took public participation, international visibility of sports into considerations for the sponsorship, and by sponsoring teams’ records, to enhance the corporate exposure and brand awareness. The Emirates will find teams which could represent enterprise characteristics of drive, focus, and competitiveness. 2. The marketing strategy of the China Airlines is mainly for social responsibilities, and tends to in the forms of strategic alliance or cross-sector co-operation, and in the way of resources exchanging. 3. The study found that the China Airlines hold negative attitude on using sports sponsorship as marketing strategy, and sponsor an object with its own business area similar to the industry as priority. Eventually, it is not significant on sports sponsorship benefits.

並列關鍵字

airlines ； sports sponsorship ； sponsorship benefits ； brand

參考文獻

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1. 中國國際航空股份有限公司 http://www.airchina.com.cn/

國際替代計量

航空產業運動贊助模式之研究-華航個案-

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