企業贊助運動之效益研究－以安麗盃世界女子花式撞球邀請賽為例

A Study of Corporate Sponsorship Benefits in Sport Events-A Case Study of Amway Cup World Women Billiards Invitational

廖俊儒(Chun-Ju Liao)

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/碩士(2000年)

摘要

本研究之目的在瞭解美商安麗公司贊助2001年安麗盃世界女子花式撞球邀請賽之預期效益，其次，進一步瞭解並分析其所獲得之曝光效益及現場觀眾的認知效益。本研究以美商安麗公司及2001年安麗盃世界女子花式撞球邀請賽600位現場觀眾為研究對象，並以研究者自編之「訪談綱要」及「企業贊助運動之效益研究問卷」為研究工具，分別先對安麗公司行銷及公眾事務處處長進行訪談調查，後對現場觀眾進行問卷調查。結果發現：
一、美商安麗公司之預期效益為接觸年輕族群、提昇企業形象、知名度和民眾的好感度。
二、美商安麗公司獲得之曝光效益如下：
1. 進場觀眾人數超過6000人，比去年成長20％。
2. 比賽活動期間，獲得15家媒體共145篇報導，比去年共減少了4家媒體45篇報導。
3. 冠軍戰的有線電視收視率高達2.60，是同一賽事歷年來的最高，約是去年收視率1.40的1.86倍。
4. 共有24萬3045人次點選進入相關網站瀏覽安麗盃活動訊息，約是去年1萬3766人次的17.7倍。
三、美商安麗公司獲得之現場觀眾認知效益如下：
1. 主要觀眾群的年齡集中在16-24歲，與安麗公司預期接觸的目標相符。
2. 有87.8％的現場觀眾可以正確辨識安麗公司是最主要的贊助商。
3. 現場觀眾對於「企業贊助意圖的察覺」、「企業形象的認知」及「產品的購買意圖」方面皆有顯著的正面效益。
四、美商安麗公司所獲得的贊助效益與預期的相符。

關鍵字

運動贊助 ； 贊助效益 ； 曝光效益 ； 認知效益

並列摘要

The purpose of this study was to examine the expected benefits of 2001 Amway Cup World Women Billiards Invitational sponsored by Amway Co. Furthermore, the study analyzed the exposure benefits and acknowledgement benefits of live audiences of this event. To collect data, the author interviewed the head of the Marketing and Corporate Services Department of Amway Taiwan Company Limited. Additionally, a researcher self-designed questionnaire was administered to 600 audiences, selected by systematic sampling, attending the 2001 Amway Cup World Women Billiards Invitational. The study found:
1. The expected benefits of Amway Co. were to get in touch with the youth, to improve the company’s image and publicity, and to promote a sense of friendship with the public.
2. The exposure benefits that Amway Co. gained were as follows:
a) More than 6,000 audiences attended the game, a 20％ increase from last year.
b) One hundred and forty five pieces of news coverage from 15 newspapers during the game, a shortage of 45 pieces of news coverage and 4 newspapers from last year.
c) A rating of 2.60 from cable TV on the playoff, which was the highest since the game first held and was about 1.86 times of the rating (1.40) for last year.
d) A total of 243,045 entries of the game’s Web site, a 17.7 times increase than last year’s 13,766 entries.
3. The result of acknowledgement benefits of Amway Co. revealed:
a) The age of the main audiences was between 16-24 years old, as was expected.
b) Eighty seven point eight percent live audiences recognized that Amway Taiwan Company Limited was the major sponsor of the event.
c) The live audiences showed significant high levels of recognition on “know the attempt of corporate sponsorship”, “the acknowledgement of corporate image”, and “the willingness of people to buy products”.
4. It was concluded that Amway Company’s sponsorship benefits were in line with its expectations.

並列關鍵字

sport sponsorship ； sponsorship benefits ； exposure benefits ； acknowledgement benefits

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