瑪吉斯輪胎贊助運動之研究

The Study of Maxxis' Corporate Sponsorship on Sports

陳威有(Wei-Yu Chen)

指導教授 ： 程紹同

國立臺灣師範大學/運動與休閒學院/體育學系在職進修碩士班/碩士(2012年)

摘要

自1984年洛杉磯奧運會成功樹立企業贊助運動的圭臬，並造成企業間行銷的一股潮流。而這股風潮也逐漸漫延至國內企業，國內各大企業也群起效尤，紛紛投身於運動贊助行列。藉由贊助全球知名運動賽會更將我國企業一舉推向國際舞台，成就為世界知名品牌，如ACER、GIANT、MAXXIS等。本研究以瑪吉斯輪胎公司為研究對象，以該公司總經理及行銷企劃部副總經理進行深度訪談的方式，以探究瑪吉斯輪胎贊助運動的現況、決策管理及所獲之效益。本研究發現瑪吉斯輪胎贊助運動項目眾多，以賽車運動最為最大宗。而贊助運動的動機為：建立／強化品牌形象、接觸目標群眾、增加媒體曝光率，提高品牌知名度、回饋社會。考量贊助的因素為：是否符合公司發展策略、預算考量、媒體曝光度的高低、與產品相關性、目標群眾的喜好、贊助單位之形象、與公司之互動情形。贊助的決策者為總經理，業務權責單位為行銷企劃部。贊助運動後所帶來的效益有：達成企業行銷目的、媒體效益、品牌形象效益、接觸目標群眾、改善產品提升品質。事後的評估以策略夥伴、經銷商及消費者為對象的追縱評估法與曝光率評估法。本研究期許能藉由企業贊助運動之成功案例分析，提供相關單位及企業參酌，有效達成企業與運動能更加緊密結合，共同營造雙贏模式而得以相互蓬勃發展。

關鍵字

運動贊助 ； 決策管理 ； 瑪吉斯輪胎

並列摘要

The success of 1984 Los Angeles Summer Olympics sets a role model for corporate sponsorship, and causes a fad in corporate marketing. This trend gradually spreads out to Taiwan domestic industries; therefore, they follow in the footsteps and start their corporate sponsorship on sports. Taiwan’s domestic industries, such as ACER, GIANT, and MAXXIS, become well-known by sponsoring globally-known sports events. This study targeted Maxxis, and explored its current corporate sponsorship, decision management, and benefits gained by interviewing Maxxis’ general manager and the assistant general manager from sales marketing department. Maxxis sponsors a variety of sports, but mainly sponsors car-racing. The motives of its corporate sponsorship are building or enhancing brand image, reaching target crowds, increasing media exposure, uplifting brand awareness, and devoted to the society. The factors concerning Maxxis’ corporate sponsorship are the match for its corporate developing strategies, budgets, media exposure, product relativity, the preference of target audience, the image of the sport property, and the interaction with Maxxis. The decision maker is the general manager, and sales marketing department is in charge of the whole sponsoring process. The benefits from sponsorship are achieving the goal of corporate marketing, media benefits, brand image benefits, reaching target crowds, and improving products to raise quality. The impact of sponsorship is examined with tracking assessment and media exposure assessment, targeting strategic partners, dealers, and consumers. These findings are expected to provide reference for related organizations and industries with this case analysis of successful corporate sponsorship on sports, accomplishing the combination of business and sports, creating a win-win situation.

並列關鍵字

Sport sponsorship ； decision management ； Maxxis

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