Publication:

企業贊助大型運動賽會效益之研究-以100年全國中等學校運動會為例

本研究目的在於瞭解企業贊助大型運動賽會之效益，研究對象為六家贊助100年全國中等學校運動會之企業，並以問卷與訪談方式，探討其運動贊助動機、衡量贊助權益之方式、運動贊助效益評估做深入調查與研究，以提供相關單位未來參與運動賽會贊助時之參考。

研究結果顯示：(一)企業參與運動贊助的動機主要在於促進良好公共關係、善盡企業社會責任，以建立企業形象達到媒體曝光度；(二 在衡量贊助權益之方式，透過媒體曝光機會、大會文宣品廣告宣傳、活動現場廣告空間這三項贊助權益，才能獲得實質的回饋；(三)企業對於運動贊助效益的評估方面，會以公司品牌的強化、消費者對公司產品的認同感提高、媒體曝光率與產品銷售量等方面，作為贊助效益評估的重要參考依據。

The purpose of this study was to explore corporation sponsorship effectiveness in sports event. Six subjects for this study were the corporations who involved in sport sponsorship in the 2011 National High School Athletic Games. In this study, questionnaire and in-depth interview were used to collect the data. To provide the firms with reference resources, the study investigated the benefit of sponsorship in accordance with motivations, the measurement of rights and evaluation of effectiveness of sport sponsorship for the 2011 National High School Athletic Games.

The findings are in the followings:

1)The motivation of sport sponsorship are promoting public relations, making good social responsibility, building corporation image and reaching media exposure.

2)Enterprise would obtain feedback as a measurement method from the chance of media exposure, advertising publicity and on-the-field advertisement space.

3)The enterprise evaluates sport sponsor effectiveness from brand awareness elevation, raise consumer’s recognition of a company’s products; media exposure and increase sales.