Publication:

企業冠名贊助台灣希望職業高爾夫巡迴賽之研究

本研究目的為探討企業冠名贊助台灣希望職業高爾夫巡迴賽之動機、贊助模式、決策過程與贊助效益。研究對象為台灣希望職業高爾夫巡迴賽之冠名贊助商，並以其負責運動行銷之單位主管為受訪對象。研究方法主要以深度訪談方式，加上蒐集次級資料為輔助，以瀚歆國際開發股份有限公司（瀚歆國際）、勝華科技股份有限公司（勝華科技）及台灣禮品公會（台灣禮品）作為研究對象。

透過歸納比較分析，發現三家企業在參與運動贊助之動機上，均為推廣高爾夫運動、企業主之興趣、善盡社會責任、期望台灣選手能站上世界舞台。贊助模式上，三家從事運動贊助活動類型，皆以高爾夫運動為主，贊助對象為運動賽會和個人運動員；贊助資源為提供金錢；贊助時間方面，三家受訪企業中，勝華科技與台灣禮品贊助國內高爾夫運動屬於長期耕耘，而瀚歆國際則因階段性任務達成，屬於階段性目標；企業參與程度方面，大多是採主動，透過運動行銷公司規劃。三家企業在參與運動贊助之決策模式，瀚歆國際為理性模式；勝華科技為卡內基模式；而台灣禮品則為漸進決策模式。根據訪談結果，發現三家個案公司對於運動贊助效益的評估，均無客觀的運動贊助效益評估方式；因此，根據廣告價值計算方式，計算企業之贊助效益；瀚歆國際為新台幣2,772,384元整；勝華科技為新台幣6,023,918元整；台灣禮品為新台幣1,776,672元整。

The purpose of this research was to examine the motivation, types of the sport sponsorship, decision model and sponsorship benefits in Taiwan HOPE golf tour. The results will offer insight and a guideline for marketers and sport organizations to generate a better and reciprocal sponsorship projects in the future.

In-depth interview was used in the study. After contacting, three major title sponsors who have been participating sport sponsorship in the past years were willing to participate in the study. The three subjects were the Taiwan Billiard Supply Cos., Ltd.(TBS), Wintek Cos., Ltd.(WIN) and Taiwan Gift Union (TGU). Upon data collection, induction was utilized to analyze the data. The findings are in the followings:

1)Sponsorship motivation: The major sponsorship motivation for all was to promote domestic golf activity, and to develop elite players joining tournaments in U.S.A. or Japan, and chairman’s interest, and to make effort in social responsibility.

2)Types of sponsorship: Three sponsors all only sponsored in golf tournaments. They sponsored sport events and players mostly. All of three title sponsors provided cash WIN and TGU have been involving in sport sponsorship for years. However, because of short-term goals, TBS can only exercise short-term plans. WIN and TGU contacts sport organization directly, and through sports marketing firms sponsoring Taiwan Hope Tour.

3)The decision making model: according to Draft(1992)’s contingency decision making model, TBS belonged to Rational model, WIN was Carnegie model and TGU had a Incremental Decision Model

4)Sponsorship benefits : TBS had a benefit in exposure as much as NTD2,772,384, and WIN NTD 6,023,918, and TGU NTD1,776,672