Publication:

我國金融服務業參與運動贊助動機、考量因素與贊助行為之分析

我國金融服務業近年來持續進行整併工作，這些金融服務業透過贊助活動為新成立的組織強化知名度就成為這些企業的工作重點，同時，許多大型金融服務業皆已經將運動贊助視為必須的行銷活動之一。因此本研究係以過去三年參與過運動贊助活動的金融服務業為研究對象，探求其參與運動贊助之動機、考量因素及贊助行為，以提供國內相關運動產業欲擬訂合作計畫書之參考方向。本研究發現我國金融服務業對參與運動贊助之動機最主要是因為「社會責任」，其次為增加企業曝光率之「間接效益」，並非為了獲得利潤的經濟效益。而最主要的考量因素是「廣告機會」，而非最主要的是「財務條件」。不同人口背景變項之決策者與不同類型金融服務業參與運動贊助之動機與考量因素沒有顯著差異，兩者之間也沒有顯著相關。金融服務業參與之運動贊助類型相當多元，且無既定之贊助模式，近年來以編列固定年度預算於籌辦自主性相關活動為重；其贊助決策模式，多透過內部相關部門彙整訊息後交由董事層或總裁定奪；而所提供之資源以資金提供為主，產品服務為輔。

Recently, merging is a trend in the financial service industry in Taiwan. One of the important tasks for the industry nowadays is to gain more publicity through sponsorship and fund-raising. In the meanwhile, many large financial service corporate considering exposing themselves through sport sponsorship become one of their main marketing strategies. Therefore, the purpose of this research was to examine the motivation, consideration and behavior of the sport sponsorship of the financial service industry in the past three years. Hopefully this study could be considered a guideline for marketing firms and sport organizations to generate sponsorship proposals in the future.

Findings of this study were on the follows: 1) The main motivation for financial corporate to involve in sport sponsorship was “corporate responsibility”, and the second important motivation was “indirect benefit”- to increase publicity; 2) and the main consideration for financial corporate was “advertising opportunity”, instead of “financial background”; 3) there were no significant differences on motivation and consideration among different decision maker’s demographics and different financial firms when they sponsored sports. In addition, there were no relationship between motivations and consideration when these financial corporate participated in sport sponsorships. In recent years, it has been a trend for the financial service corporate to hold their own sporting events based on their annual budget. Their sponsorship decision making model was made based on the information collected by related divisions. The CEO or the board then made the final decision by organized information. Usually, financial service corporate sponsors sport by providing money first, and the service secondly.