Publication:

企業贊助職業球團管理活動之研究-以La New熊職業棒球隊為例

本研究的目的在於探討企業贊助職業球團管理活動，並以贊助La New熊職業棒球隊之企業為研究對象，來探討其動機、贊助的考量因素、活化策略、衡量贊助權益的方式及贊助後所產生之贊助效益做深入的調查與研究，以提供業者進行職業球隊運動贊助時之參考。研究結果顯示：（一）企業參與運動贊助的動機主要在於提升企業知名度與形象，增加媒體曝光率；（二）在考量因素方面受到企業經費預算和市場景氣影響、運動球團的配合度，及獲得的媒體廣告空間；（三）在活化策略的部分，雜誌廣告、設立專屬網頁及活動現場贈品發送、店頭廣告宣傳物是贊助企業使用最多之策略；（四）在參與運動贊助的過程中，透過電視廣告的露出與媒體曝光的機會這兩項贊助權益，才能獲得贊助上實質的回饋；（五）企業對於運動贊助的效益評估方面，會以企業形象與知名度之提升、消費者對於公司產品的認同感之提高、品牌形象之強化、媒體曝光率等方面作為贊助效益的重要參考依據。

The purpose of this study was to examine corporate sponsorship management activities taken by sponsor who appears La New Bears baseball professional team. To provide the firms with reference resources, the study investigated the benefit of sponsorship in accordance with motivations, considerations, activation strategy and the measurement of rights and interests of the sponsors for La New Bears baseball professional team. The study showed five conclusions: (1) Elevating brand awareness was the key motivation for an enterprise to promote a sports event. (2) In consideration of these factors, the effect of enterprise’s budget, market prosperity, co-operation of the sports team, and media advertising space. (3) In activation strategy, most enterprise used magazine advertising, websites, gifts, and point- of- sale displays. (4) Enterprise would obtain the feedback from media exposure and advertising. (5) The enterprise evaluates sponsor benefits from brand awareness elevation, consumer recognition to the brand; intensifying the brand image, media exposure.