運動賽會贊助管理個案研究--以中華汽車盃國際體操邀請賽為例

A Case Study for the Management of Sport Sponsorship in China Motor International Gymnastic Cup

蕭嘉惠(Chia-huei Hsiao)

指導教授 ： 鄭志富

國立臺灣師範大學/運動與休閒學院/體育學系/博士(2000年)

摘要

本研究的主要目的在瞭解中華汽車盃國際體操邀請賽的贊助管理模式，並藉由文獻探討、文件分析、以及深度訪談等方式探討其實際之贊助情形，以建立確實可用且適合我國參考使用之本土性運動賽會贊助管理模式。本研究之主要結論如下：
一：中華汽車盃國際體操邀請賽基本上發源於選手比賽的需求、提供選手吸取他國選手長處的機會、以及推展體操運動的考量。從1992年開始至今已邁入第十年，未來雙方將致力於提昇比賽的品質、提供合乎國際競技體操比賽之場地與器材、以及創新比賽模式。
二：中華汽車公司與中華臺北體操協會在中華汽車盃國際體操邀請賽中的贊助關係，在第一年較偏向於捐助的行為，從第四年起逐漸轉向贊助的關係，然在第九年時則似乎有跳脫運動贊助夥伴關係的意味，轉而有主僱關係的意味。
三、大型賽會的運動贊助尋求應盡可能提早進行，在管理程序上則為：分析自身賽會特色→尋找並分析潛在贊助商→鎖定特定贊助商→分析贊助商需求→擬訂贊助企劃書→郵寄或以專人送達→電話探詢並約定時間→進行簡報→人員洽談與協商→贊助決策→簽訂贊助契約→執行贊助→評估與修正贊助策略。
四、我國運動賽會之主辦單位，未來在運動賽會贊助管理時，可依下列流程來進行：(一)運動賽會分析；(二)贊助企業分析；(三)運動贊助組合策略分析；(四)贊助締結；(五)行銷贊助組合策略實施、評估；(六)贊助策略修正。

關鍵字

運動賽會 ； 運動贊助 ； 贊助行銷

並列摘要

The main purpose of research in this article is to understand the model of sponsor management at “China Motor International Gymnastic Cup”, therefore through several methods to learn reality at sponsorship. Such as discuss about authoritative publisher, analyze gathered information, contact in person and so on, according to the source which gotten above to built proper and suitable indigenous sports event sponsor management. The conclusion as follow:
1. Basically, it was because of request from try out for athletes, also an opportunity to learn other’s advantage and consider gymnastic as promotion to “China Motor International Gymnastic Cup”. It has been 10 years since it started in 1992. Hopefully, it would upgrading the quality of competition supplying the playground and equipment that fit for international game. And creating new demonstrable model in the near future.
2. The sponsor relationship between China Motor Corporation and Chinese Taipei Gymnastic Association in China Motor International Gymnastic Cup, it was kind of in donate behavior first year, gradually it turned more like sponsor characteristic from fourth year and at ninth year it started to take change of games during sport event.
3. The seeking of sport sponsor in big sport event should be proceeding as soon as possible, the procedure management would be as below:
(1). To analyze the main character of event.
(2). To search and analyze latent sponsor.
(3). To configure specific sponsor.
(4). To analyze the need of sponsor.
(5). To draw sponsor proposal.
(6). To mail it or deliver in person.
(7). To inquire about needing and make an appointment.
(8). To go for briefing.
(9). To discuss or consult it together.
(10). To support decision.
(11). To sign the contract.
(12). To carry out sponsor.
(13). To estimate and correct the strategy.
4.. The sponsor management of sports meeting game in future for sponsor in our country’s sport event may follow the process below:
(1). Sport event analysis.
(2). Sponsorship analysis.
(3). Combination of sport sponsor’s strategy analysis.
(4). Sponsor connection.
(5). The strategy for sponsor to effect sales in putting into estimation and operation.
(6). Correcting sponsor strategy.

並列關鍵字

sport sponsorship ； sport marketing ； sport event

參考文獻

施致平(民89)：媒體與運動商業化互動關係之研究。體育學報，28輯，頁87-100。

蕭嘉惠(民84b)：發展成功的運動贊助計畫。中華體育季刊，32期，117-124頁。

Toohey, K., & Veal, A. J., (2000). The Olympic games: A social science perspective. New York: CABI Publishing.

廖清海(民85)：台灣報紙職業棒球新聞報導內容分析之研究。國立台灣師範大學體育研究所碩士論文(未出版)。

Amis, J., Pant, N., & Slack, T., (1997). Achieving a sustainable competitive advantage: a resource-based view of sport sponsorship. Journal of Sport Management, 11, pp.80-96.