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大專校院運動賽會贊助發展指標建構之研究

The Structure Index of the Development of National Universiade Sport Game Sponsorship

摘要


本研究目的旨在探討技職校院之大專校院運動賽會贊助指標之發展。運動賽會贊助發展,近年來成為運動賽會尋求資金籌募之策略,以及發展運動賽會文化建設與空間設施之基本條件。隨著全球運動賽會意識的提升與經濟價值的發展,促使企業組織參與贊助運動賽會的需求大為增加,成為企業組織最為清晰的商業脈動現象。本研究方法係以運動贊助相關理論、趨勢與過去專家學者研究的成果作為本研究推論之依據,採取2006年全國大專校院運動會個案研究進行推估,分析企業組織參與贊助運動賽會行為與贊助運動賽會整體之價值,同時輔助參與觀察研究法與訪談研究法,提出企業組織參與贊助運動賽會的具體行徑。其次,本研究實施專家訪談與座談,企圖全貌企業組織贊助運動賽會的價值觀與提升運動賽會整體價值的指標,俾利本研究之技職校院承辦之大專校院運動賽會贊助指標之建構。本研究具體結論如下:技職校院承辦之大專校院運動賽會贊助指標為:一、企業組織之預期效益指標:(一)公共關係(二)品牌競爭力(三)銷售管道(四)節稅;二、運動賽會之誘導性外向指標:(一)運動賽會文化意識(二)運動媒體;三、運動賽會之誘導性內向指標:(一)資訊性(二)時問性(三)活動,性(四)性質性。

並列摘要


The purpose of the research was to study the index of sponsor's development in university games. The development of sponsor in sport games had become the strategy that sport games used to raise the finance and develop culture of sport games and facilities. As enhance of conscious of globe sport games and development of economics, it increased needs of sponsor of enterprises and apparently became the trend of the enterprises. To understand the development of sponsor in sport games, it should know the essence of the games and survey why enterprises do sponsor. Therefore, it was worth studying that the effective factors enterprises do sponsor and the value of the sport games. The study took related theories, trend, and the results of professionals as basis, and took the university game in 2006 as case study. It analyzed the behaviors of enterprises' sponsor and the value of sponsor of sport games. At last, it interviewed the professionals to enhance the value of games' sponsor. The concrete conclusions were as follow:1. The index of enterprises' expecting benefits: (1) Public relationship. (2) Competition of brand. (3) Marketing. (4) Tax saving. 2. Extroverted index of sport games: (1) Culture of sport games. (2) Media of sport. 3. Introverted index of sport games: (1) Information. (2) Time. (3) Activities. (4) Characters.

參考文獻


Chadwick, S.,Thwaites, D.(2004).Advances in the management of sports sponsorship: fact or fiction? Evidence from English professional soccer.Journal of General Management.30(1),39-59.
Chadwick, S.,Thwaites, D.(2005).Managing sport sponsorship programs: Lessons from a critical assessment of English soccer.Journal of Advertising Research.45(3),328-338.
Farrelly, F. J.,Quester, P. G.(2005).Examining important relationship quality constructs of the focal sponsorship exchange.Industrial Marketing Management.34(3),211-219.
Marx, J. D.(1998).Corporate strategic philanthropy: Implication for social work.Social Work.43(1),34-41.
McKelvey, S. M.(2004).The growth in marketing alliances between US professional sport and legalised gambling entities: Are we putting sport consumers at risk.Sport Management Review.7(2),193-210.

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