企業贊助台灣職業棒球運動產業之探討

The Exploration and Research of the Enterprise Sponsorship of Taiwan Professional Baseball Industry

林千源(Chien-Yuan Lin) ； 吳海助(Hai-Chu Wu)

《弘光人文社會學報》 6期 (2007/05) Pp. 65-75

https://doi.org/10.29933/SHSS.200705.0003

摘要

運動贊助是企業以現金、有價物品、人力、技術支援及相關服務等資源投資於運動競賽與活動；企業贊助台灣職棒運動，是企業資源投資於「利用職棒品牌與活動資源的許可」，是其行銷的一種方式。職棒運動產業與贊助企業之間的關係應是相互依存，互利共生的。

關鍵字

企業 ； 運動贊助 ； 職棒

並列摘要

Sports sponsorship is the enterprises investments made in the forms of cash, valuable objects, manpower, technical backup and related services to sponsor sports competitions and activities. Sponsoring Taiwan professional baseball is a kind of marketing for enterprises since they exchange their resources with the permission of making use of professional baseball brands and activity resources. Therefore, the relationship between professional baseball industry and sponsoring enterprises is based on mutual dependence and common benefits.

並列關鍵字

enterprises ； Sports sponsorship ； professional baseball