淺談運動贊助活化策略之應用與發展

The Brief Discussion of the Importance of Sports Sponsorship Activation Strategy Application

于慶華

《臺南大學體育學報》 6期 (2011/12) Pp. 39-50

https://doi.org/10.29740/JPENUT.201112.0004

摘要

本研究以運動贊助之活化策略來探討其應用與發展，目的希望透過運動贊助之方式瞭解如何運用活化策略來創造品牌價值，以提供企業進行運動贊助之方向與參考。企業贊助運動的過程中必須運用運動行銷原則加以包裝，使運動贊助衍生更多的行銷手法形成活化策略，經文獻探討分析後將現今趨勢之活化策略分為：結合綜觀以善用活化策略；與消費者互動來創造議題；無遠弗屆的網際網路。本研究亦說明不同運動主體與類型的運動贊助，回顧企業進行贊助活動的各項活化策略之實務應用。是故，如何選擇真正適合企業屬性的活化策略，並運用不同屬性的行銷方法與策略來吸引各階層的消費族群，顯然活化策略應用已在運動贊助中發展出無限的可能性與商機，期待企業與運動組織能提供更多元的策略與模式，使贊助效益達到雙贏的局面。

關鍵字

運動行銷 ； 運動贊助 ； 活化策略 ； 運動賽會 ； 運動商業化

並列摘要

This study discusses the application and development of sport sponsorship based on its leveraging strategies. The purpose is to understand through the way of sport sponsorship how to apply leveraging strategies in the creation of brand value to provide corporate with a direction and reference for conducting sport sponsorship. In the process of sponsorship by corporate to sport, it must be packaged according to sport marketing principles for the sport sponsorship to create more marketing techniques for the forming of leveraging strategies. After analyzing literatures, existing leveraging strategies are classified into: combination of perspectives to make good use of leveraging strategies; interaction with consumers to create topics for discussion; the Internet with no boundaries. This study also describes different sport properties and types of sport sponsorship, and reviews practical application of various leveraging strategies in sponsorship provided by corporate for sport. Thus, how to choose leveraging strategies truly appropriate for corporate property and use different marketing methods and plans to attract various levels of consumer groups have apparently shown that leveraging strategy application has established unlimited possibilities and commercial opportunities. It is expected that corporate and sport systems can provide more diversified strategies and models for sponsorship benefits to achieve a win-win situation.

並列關鍵字

sports marketing ； sports sponsorship ； activation strategy ； sport games ； sport commercialization