明基集團贊助大專籃球聯賽之效益研究

The Research on the Effects of BenQ Corporation's Sponsorship Benefits in University Basketball Association

鄭恒宗(Heng-Zong Zheng) ； 陳正強(Cheng-Chiang Chen)

《運動事業管理學術研討會論文集》 6期 (2007/05) Pp. 231-247

https://doi.org/10.29464/YDSYGL.200705.0231

摘要

本研究的目的是探討影響贊助效益因素與明基集團贊助大專籃球聯賽的贊助效益兩者之間的關係。本研究是利用問卷調查法來調查學生對企業贊助效益的看法，並利用SPSS 10.1中文版來做資料分析，再以Pearson積差相關分析和卡方檢定來探討變數之間的關係。而調查問卷是修改洪文宏(2001)與謝學儀(2003)的研究問卷，共發放605份問卷，有效問卷為583份，有效率達96.4%。根據統計分析的結果來進行假設檢定，而五個研究假設全部成立，因此五個影響贊助效益的因素和企業贊助效益之間均呈現正向關係，而學生們預測影響贊助效益程度的排名為：「對大專籃球聯賽的看法」、「明基與大專籃球聯賽形象的適合度」、「對籃球的好惡」、「對明基是基於公益而贊助的同意程度」、「對明基集團的看法」。
本研究根據結果及文獻回顧之發現，提出以下六點建議：（一）明基集團應該加強對不喜愛籃球運動的學生之行銷宣傳。（二）明基集團應該實施精確行銷。（三）大專體總要多利用大眾傳播媒體來宣傳行銷。（四）企業在選擇贊助的運動事件時，除了彼此形象要互相配合，還要能夠傳達企業文化或產品理念。（五）大專籃球聯賽應該加強行銷的操作，但要避免過度的運動商品化。（六）企業贊助運動賽事時，必須要有相互配合的活動宣傳計畫。

關鍵字

運動贊助 ； 贊助效益 ； 明基集團

並列摘要

The purpose of this study is to examine the relations between the factors of influencing Sponsorship benefits and BenQ corporation's sponsorship benefits. I anticipate the results can be helpful in enterprise marketing practice and the understanding of Sport sponsorship. The study is divided into five sections: (a) Introduction; (b) Literature review; (c) Research methodology; (d) Conclusions and
suggestions.
Data collection of research is to utilize questionnaire to investigate BenQ corporation's sponsorship benefits from students' viewpoints. Data analysis is use SPSS 10.1 Chinese version software. The statistical techniques with Pearson correlation and chi-Square Test to probe into the relation among the variables. My questionnaire is revise on the questionnaire of Wen-horng Hung (2001) and Shiue-Yi Hsieh (2003). The total numbers of questionnaires were given to 605 people to answer and the valid ones were 583, which is 96.4% in accurate ratio. Hypothesis testing according to the statistics, and five research suppose that is all accepted. Therefore, the statistics both show positive correlation between five factors of influencing sponsorship benefit and sponsorship benefit of enterprises. Students predict that what sequencing of influence degree of sponsorship benefit by factors of influencing sponsorship benefit: (1) The attitude toward UBA. (2) Suitability of the image between BenQ and UBA. (3) The attitude toward basketball. (4) The degree of agreeing that sport sponsorship of BenQ is on the basis of public good purpose. (5) The attitude toward BenQ.
According to conclusions, This study suggest that: (a) BenQ corporation should market to strengthen for students that do not like basketball. (b) BenQ corporation should administer accurate marketing. (c) CTUSF should more market of utilizing mass media. (d) When choose the target of sport sponsorship in enterprises, it can transmit the corporate culture or products idea. (e) The marketing of UBA should prevent excessive sports commercializing. (f) When enterprises use sport sponsorship, they must have the interdependent plans of propaganda.

並列關鍵字

Sport sponsorship ； Sponsorship benefit ； BenQ corporation