Title

職業棒球球團管理贊助活動之研究:以兄弟職業棒球隊為例

Translated Titles

A Study of Sponsorship Management in Professional Baseball Clubs in Taiwan: the Case of Brother Elephants Professional Baseball Team

DOI

10.5297/ser.200402_6(1).0003

Authors

黃煜(Yu Huang);魏文聰(Wen-Tsung Wei)

Key Words

運動贊助 ; 職業運動 ; 運動行銷 ; sport sponsorship ; professional baseball ; sport marketing

PublicationName

大專體育學刊

Volume or Term/Year and Month of Publication

6卷1期(2004 / 02 / 01)

Page #

45 - 55

Content Language

繁體中文

Chinese Abstract

本研究的目的在於瞭解職棒球隊管理贊助業務的方式,由於本研究針對兄弟象單一球團進行探討,所以採個案研究法並利用深度訪談方式獲得資料,訪談大綱的編製是依據相關研究所發展而成,兩位運動贊助的學者也協助進行訪談大綱的效度檢驗,在信度部分,則是蒐集兄弟隊內部文件包括剪報及贊助企劃書為交叉檢驗的依據。根據本研究結果,作出下列結論;一、企業贊助對於職業棒球隊的營運已經扮演重要的角色,而球團領導者對企業贊助是相當支持,其他部門則在橫向聯繫上需要比較多的時間溝通。二、兄弟象球團有負責企業贊助的業務部門,該部門強調本身優勢時會提供相關數據,而在贊助企劃書中說明球團的經營理念,同時,贊助權益的廣告空間部分也具有創意。三,業務部門閱讀報紙以蒐集贊助企業資料,在選擇接洽廠商時會考慮形象及產品銷售可能性,此外,接觸方式包括主動接洽、贊助企業提出、召開招商會為主。四、贊助目標的訂定以市場反應決定,贊助價格的擬定則以廣告曝光量為主,贊助所可能衍生的商機也是考慮因素之一。五、提供贊助企業的服務包括活動剪報資料的蒐集、贊助活動的企劃、贊助效益分析、贊助企業廠商競爭對手之資料蒐集等。

English Abstract

The purpose of this paper was to examine sponsorship management by professional sport franchises, taking the Brother Elephants professional baseball team as the subject. A qualitative interview was used to obtain the essential information. The interview guideline, as an instrument, was developed based upon previous studies. Two sport sponsorship experts were invited to review the instrument, which was modified based upon suggestions from experts. Triangulation was used for testing reliability of this instrument so that other printed materials related to the Brother Elephants were collected. After analyzing the results, several important conclusions were made, as follows: l.) The club owner recognized the importance of sponsorship dollars upon the financial situation of the baseball club. Cooperation with other administration is also essential in sponsorship management. This may need more parallel communication. 2.) The club built a sponsorship sales division that managed sponsorship business. This division provided some data in presenting the unique aspects of the baseball club. The corporate philosophy was elicited in the sponsorship proposal. In addition, some sponsorable components, like an inflatable bottle or a blimp, were creative. 3.) Newspapers were the main source for the sponsorship sale division in identifying potential sponsors and obtaining information in relation to sponsors. Corporate image and sales opportunities were main factors when the club approached corporations. Contact methods included property approach, sponsor's direct contact, and hosting sponsorship sales seminars. 4.) Formulation of sponsorship goals depended upon the market demands. Sponsorship pricing was based upon the quantity of media exposure. Also, sales opportunity was another factor in pricing. 5.) Services for corporate sponsors were: news clippings, copies of photos about sponsorship activities, leveraging ideas, sponsorship evaluation, and collecting information about sponsors' competitors.

Topic Category 社會科學 > 體育學
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