統一企業贊助北京奧運贊助效益之研究

A Study of Uni-President Enterprises Sponsorship Benefits in the Beijing Olympics

巫昌陽(Chang-Yang Wu) ； 張菀婷(Wan-Ting Chang) ； 羅惠絹(Wai-Juan Luo)

《休閒運動健康評論》 1卷2期 (2010/06) Pp. 61-78

https://doi.org/10.29503/RLSH.201006.0005

摘要

本研究目的在於探討北京市大學生對於台灣統一企業贊助北京奧運的觀感以瞭解對企業的辨識力與評估贊助效益。透過網路問卷調查方式針對北京市大學生，經過www.my3q.com網站所提供的免費網路問卷，以便利抽樣方式進行問卷調查，經過爲期35天的調查，總計發出1450份問卷，回收有效問卷320份，回收率達22.07%。所收集資料利用SPSS for Windows 12.0進行分析，結果發現：統一企業贊助北京奧運具提升企業辨識力，另外，北京市大學生之產品使用行爲上在「提高產品購買意圖」和「增進企業形象認知」兩個贊助效益因素構面中有顯著差異。最後結論顯示北京市大學生對統一企業的形象認知是良好的，但對於產品購買意圖還有極大的發展空間。此外，此次的贊助能促使未曾使用過的大學生去購買其產品，對於曾經使用過產品的消費者可增進企業形象認知。建議企業運用整合行銷的方式、結合多元的傳播媒介及適當的行銷策略，就能吸引更多民眾的注意並達到贊助的效果進而提升市場佔有率。

關鍵字

運動贊助 ； 贊助效益 ； 北京奧林匹克運動會 ； 統一企業

並列摘要

Background and Objectives: The purpose of this study was to explore Uni-president's sponsorship benefits generated from the 2008 Beijing Olympic Games. On top of that, the authors want to analyze the attitude of college students in Beijing towards Uni-president's sports sponsorship as well as the effect this sponsorship had on students' consumption of Uni-president's products. Methods: The subjects of this study are college students in Beijing, and the survey is done through cluster sampling by using the free on-line questionnaire on www.my3q.com. The surveying period lasted for 35 days, during which 1,450 copies of the questionnaire were sent out and 320 responses were recovered. The response rate was 22.07%. The data were analyzed by SPSS for Windows 12.0. Results: First of all, sponsorship strengthened brand identification. Second, a comparison of cognitive effects on college students of demographic variables showed that students of different genders, grades and native places did not differ significantly. Moreover, college students' consuming behaviors changed noticeably when two factors were involved, purchase intention and Improving the corporate image recognition. Finally, Uni-president has left a positive impression on students. Yet that didn't translate to stronger inclinations to purchase their products. This sponsorship has prompted students who never purchased Uni-president's products to buy, but it's previous student customers that scored high on the Improving the corporate image recognition factor.

並列關鍵字

Sports Sponsorship ； Sponsorship Benefits ； Beijing Olympic Games ； Uni-President Enterprises

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