Publication:

冠名贊助企業之效益研究以2007 MIZUNO馬拉松接力賽為例

本研究主要目的在於探討台灣美津濃運動用品公司，贊助2007 MIZUNO馬拉松接力賽之效益與參賽選手之觀感，研究方法係以便利取樣方式，於2007年11月25日在金山青年活動中心自參賽選手中選取樣本，共獲得有效樣本數325份，其中男性244名，女性81名，經統計分析獲得具體結果為：

一、比賽選手所穿著之慢跑鞋以MIZUNO及NIKE為主，所佔比例接近70％，使用時間以5至12個月為最多，價格選擇，涵蓋面極廣，但以1,501~2,000元最多。

二、不同人口變項對產品滿意度、贊助企業態度、品牌忠誠度及賽會滿意度會隨著便因而有所不同。

三、台灣美津濃運動用品公司在贊助效益上獲得正面肯定，參賽選手對活動普遍感到滿意，並有接近半數穿著該品牌慢跑鞋，印證贊助使顧客建立更堅實的品牌忠程度。

四、研究結果建議持續贊助，並建議未來可朝複數活動進行研究，提升贊助意願並藉此提昇國人運動參與風氣。

The purpose of the research lies in investigating benefits from sponsoring MIZUNO Marathon by Taiwan Mizuno Sports Goods Company and reactions from contestants. The method of research is by getting samplings from contestants with convenience at Kinshan Youth Activity Center on November 25th in 2007. The effective samplings are total three hundred and twenty five, including two hundred and forty-four males and eighty-one females. Results coming from the statistics are as follows:

First it shows that most contestants in the Marathon wear MIZUNO and NIKE track shoes which are close to seventy percent. Most have been wearing them for at most five to twelve months. The prices range widely but most are from 1501 to 2000 N.T dollars.

Second, it shows that people’s satisfaction with the product, attitudes toward the sponsor company, loyalty to the brand and satisfaction with the contest vary with different populations.

Third, it shows that contestants have positive feedback toward the sponsor, Taiwan Mizuno Sports Goods Company. Most are satisfied with the activity and almost half wears the track shoes of the MIZUNO brand. It proves that the sponsoring helps build customers’ loyalty to the brand.

Forth, results from the research suggest that the company can keep the sponsoring and do research in plural number activities to enhance willingness of support in the future. By doing so, it can also increase people’s participation in exercise in Taiwan.