運動服飾品牌企業在台灣從事運動贊助活動之研究

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Title:	運動服飾品牌企業在台灣從事運動贊助活動之研究 Sports Sponsorship of Sportswear Brands in Taiwan
Authors:	陳郁雯；黃玉惠；連于婷；楊維漢
Contributors:	紡工系
Keywords:	運動服飾品牌企業運動贊助 Nike Reebok Adidas
Date:	2003-06-01
Issue Date:	2012-06-06 12:29:12 (UTC+8)
Abstract:	台灣運動風氣蓬勃與運動媒體快速的發展，加上全球化的快速擴展促使行銷競爭更形劇烈，使得運動贊助（Sports Sponsorship）被視為現今企業提昇知名度、建立企業新印象的蹊徑。為填補以往相關研究的不足，本研究期望能透過嚴謹的研究，得以暸解運動服飾品牌企業在台灣從事運動贊助的動機、其決策結構與內涵，及持續進行的可能性，為提供或接受運動贊助的個人或團體，作出開拓性的貢獻。考慮到本研究之性質，認為以質性研究中，深度訪談法配合非結構型問卷方式；再配合非機率抽樣中的判斷抽樣（judgment sampling）方式進行研究對象的選擇，比較適宜。經嚴謹的篩選，得出完全符合本研究所需的樣本企業，分別為Nike、Reebok和Adidas。綜合分析及討論深度訪談的內容，得知樣本企業進行運動贊助之動機方面，主要為提昇企業形象及增加企業知名度、以企業的宗旨及發展目標為運動贊助的主要標準與依據、以選手的前景和潛力選擇贊助運動選手的評估條件。在預算編列方面，則以混合編列為主、在預算使用明顯的偏好籃球項目；在其他運動贊助項目方面，慢跑及網球兩項頗受注意。在贊助決策方式方面，各樣本企業雖未能達成一致，但可見高階經理人對贊助決策有相當程度的影響。在運動贊助形式方面，各樣本企業皆保持有彈性的金錢及實質產品的混合贊助形式；在企業參予程度方面，各樣本企業皆保持有彈性的參與，在贊助的持續時間方可多傾向於持續的運動贊助。針對本研究所得，在後續研究建議方面，可以考慮更系統化的方式，去比較運動贊助之成效、或可對受贊助的選手或運動組織進行研究，以探討提供贊助與接受贊助的互動關係為何、或可探討不同規模的運動服飾品牌企業的運動贊助行為之異同，更可以本研究所得出之質性結果，進行量化的實證研究，便驗證本研究之實務價值。 Growing popularity of sports coupled with the pace of globalization made sports sponsorship one of the most admired means of enhancing marketing competitiveness in Taiwan, despite that there remain much ambiguity to the subject. In endeavor to fill the gap of knowledge to the subject, this research served to explore the motivation of sports sponsorship of sportswear brands in Taiwan, their decision structure, and also their intention for continuous sponsorship. Bearing in mind the exploratory nature of this research, in-depth interview with unstructured questionnaire was assumed for the collection of data. Judgment sampling found Nike, Reebok and Adidas the most appropriate samples for the purpose of this research. Results revealed that the enhancement of corporate image and corporate reputation were the prime motivations for sports sponsorship. While the mission and the goal for corporate development directed the intention for sponsorship. For the selection of appropriate candidates to sponsorship; the potential and prospect of athletics were the major criteria for the types of sponsorship. Regarding the allocation of funding, basketball games received the largest share of budget, followed by jogging and tennis games. Both monetary and tangibles were offered as means of sponsorship. Although sole sponsorship was not strictly sought for, all sportswear brands in Taiwan demonstrated their strong favor towards long-term sponsorship. Regarding the recommendations for future research, it seems worthwhile to devise an instrument that is capable of assessing the performance of sports sponsorship by sportswear brands; should systematic comparison and evaluation to their performance is required. Furthermore, empirical research can be extended to testify the exploratory findings of this research and to comparing the performance of sportswear brands in different corporations size.
Relation:	華岡紡織期刊 10卷2期 P.183 -195
Appears in Collections:	[Department of Textile Engineering ] Journal of the Hwa Gang Textile

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