本研究主要目的在於探討國內體育政策措施對大型企業贊助運動的影響,其次探討體委會未來在鼓勵企業贊助運動上的政策方向。研究對象為國內前100大型企業及體委會之運動贊助業務主管,並以「體育政策對企業贊助運動影響問卷」及「訪談大綱」作為研究工具,進行問卷及訪談調查。 根據問卷調查所得資料,以次數分配、平均數、標準差、t考驗及單因子變異數分析等統計方法進行分析,然後將分析結果與訪談結果及相關文獻進行討論,結果發現: 一、在企業贊助運動的現況上,大部分企業曾贊助過運動並以贊助籃球、棒球這兩項運動最多;贊助的對象則以運動賽會最多,贊助運動賽會的範圍以全國性最多並以共同贊助最為普遍;贊助運動的資源類型以金錢最多,但每年贊助金額不高,以新台幣1-99萬元最多;贊助動機主要為提昇企業形象及提昇公共關係;贊助的困難主要為缺乏誘因、無法達成行銷目標及主管理念不同。 二、在所有的政策措施中,最能促進企業贊助運動的措施為「稅賦優惠」;其次為「制定獎勵條例」及「政府協辦」。 三、政策措施的影響,在企業屬性、企業是否曾贊助運動、動機是否為公共關係、贊助之困難是否為缺乏誘因及困難是否為主管理念不同等因素上有顯著差異。 四、體委會未來在促進企業贊助運動的政策上,應以提昇競技水準為第一要務,並可以普及運動風氣、加強運動組織之行銷包裝與贊助規劃能力、凝聚贊助運動的共識及增加贊助誘因等措施作為輔助。
The main purpose of this study was to discuss the influences of governmental sport policy on major corporate sponsorship in Taiwan. In addition, it was to explore the policy direction of National Council on Physical Fitness and Sports (NCPFS) in encouraging corporate sponsorship for sport in the future. The subjects were the chief executive officers /administrators who are in charge of sport sponsorship of top 100 major corporations and NCPFS in Taiwan. The “Influences of the Sports Policy toward Corporate Sponsorship Questionnaire” and “Sponsorship Interview Outline” were used as the research instruments. Frequency, mean values, standardized scores, t-Test, and ANOVA were applied to analyze the data and the result showed as the followings: 1.Most of the corporations have sponsored sport. Basketball and baseball are the most popular sponsoring events. Among all the sponsorees, sport games are sponsored most, especially for the national games. Most corporations sponsor sport with monetary gifts under $1 million NTD. The main motivations for corporate sponsorship are corporate image reinforcement, public relation. The main difficulties in sponsoring sport are: 1) lack of the inducement, 2) unable to achieve sponsors’ marketing goals, and 3) the different sponsorship concept between sport administrators and corporations’ CEOs. 2.The most effective motives in sponsoring sport are the “tax deduction” followed by “premium prescript” and “governmental aid”. 3.The sponsorship influencers regarding to the sports policy, the significant differences were found in ” corporations characteristics”, “corporations’ sponsorship history”, ”PR motivations”, “sponsorship difficulty inducement“ and “the sponsorship concept difference between sport administrators and corporations’ CEOs”. 4.The priority of sponsorship policy direction of NCPFS is to encourage corporate sponsorship by increasing the level of sport performance in the future. Then, NCPFS should improve sport organizations’ ability in marketing and sponsorship, which help to create the win-win partnership. Consensus in sponsorship is also essential for a good partnership.