Publication:

運動代言人贊助活動之研究-以美商如新公司贊助陳靜為例

中文摘要

本研究主要目的，旨在瞭解企業與運動員雙方對於企業贊助運動員，使其成為該企業產品代言人時，彼此認知之異同情形。希望能藉此研究之結果，提供企業與運動員未來從事此一贊助活動時，參考之依據。本研究利用深度訪談法，針對研究參與者，包括美商如新公司台灣分公司之總裁、公共事務部經理，與陳靜、陳靜之助理為訪談對象共四人，分別針對贊助動機、贊助考量因素與合作方式三方面進行瞭解。經過訪談資料整理得到以下結論：

一、 美商如新公司贊助陳靜的動機部分，雙方認知極為相似，包括：

1.陳靜是國際知名的女性運動員，而且陳靜個人形象清新健康，具有一定的吸引力；

2.企業可因陳靜的奧運榮耀，使其產品更具說服力；

3.陳靜在接受贊助前即對如新產品的使用抱持極正面的態度。

二、美商如新公司贊助陳靜的考量因素部分，雙方認知極為相似，包括：

1.陳靜個人特質極具吸引力；

2.具有優異的運動表現成績；

3.國際知名度；

4.形象健康。

三、美商如新公司贊助陳靜的合作方式，包括：

1.贊助方式包括，簽約金、出賽費、特別活動費用、產品等。合約以兩年為期。

2.贊助策略方面，美商如新公司藉由陳靜的國際知名度與優異的運動表現成就，設計多種促銷活動。

3.贊助效益方面，美商如新並沒有對贊助陳靜做過相當確實的贊助效益評估。

4.贊助活動的執行，大多是由美商如新的公關經理對陳靜的助理小姐聯絡，請陳靜配合。

5.陳靜的權利與義務部分，權利方面，陳靜除了合約上所規定的簽約金之外，也有美商如新提供的產品可以使用；在義務方面，陳靜出賽除團隊規定之贊助服裝、器材外，對於是否一定使用如新提供之產品這項規定，極具彈性。

6.陳靜的未來生涯決策事務，美商如新並無干涉。

Abstract

This study was designed to investigate the “athlete’s endorsement” strategy of Nu Skin in Taiwan. Nu Skin Taiwan, Inc., who sponsored famous table tennis player, Jing Chen. In literature, several benefits are pointed out to having celebrities endorse the related sporting products. The two most commonly cited are (a) increasing brand, product, and company awareness and (b) brand, product, and company image building (Cornwell, 1995). According to Dyson and Turco (1997), the third benefit is that athletes can provide testimony for a product of service, particularly when the product has contributed to their celebrity. The essence of an endorsement strategy consists in creating an emotional tie between the consumer and the athlete-endorsers. The positive associations that, in people’s perception, are attached to the athlete (e.g.

success, invincibility, …) have to be transferred to the product (Belch & Belch, 1998).　The methodology of this study was to interview the CEO of Nu Skin, the manager of Public Relations Corporate Communications, Jing Chen's

agent and Jing Chen, herself. After analyzing the results of these interviews, it concluded that the motivations for Nu Skin to sponsor Jing Chen included; (1) She can enhance the image of Nu Skin. (2) She is one of the elite female table tennis players in the world. (3) She has been used the Nu Skin products for a while so that she play a vital role of selling Nu Skin product to consumers. (4) She was very familiar with the products that she endorsed. The considerable factors of this event were: 1. Jing Chen has a delicate and pretty image. 2.She is a person with wisdom and high moral standard. 3. She is a world-famous table tennis player. The cooperative relationship between Nu Skin and Jing Chen were: 1. Nu Skin Taiwan provides products for Jing Chen and pays her an endorsement fee, which is agreed to by all parties. 2. Nu Skin Taiwan wants her to attend new product presentations as part of her endorsement responsibilities. As a result of mutual cooperation this sponsorship agreement give both sides very much benefits. Otherwise, the most important for Nu Skin now is how to estimate the effective of this sponsored event.