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題名：運動組織與贊助商對運動贊助目標重要性認同之評估：以超級籃球聯賽為例
書刊名：臺大體育學報
作者：曹健仲／黃志成／陳嘉康／吳喜松
作者(外文)：Tsao, Chien-chung／Huang, Chih-cheng／Chen, Chia-kang／Wu, Chii-song
出版日期：2010
卷期：19
頁次：頁17-36
主題關鍵詞：運動贊助；層級分析法；超級籃球聯賽；交換理論；Sport sponsorship；Analytic hierarchy process；AHP；Super Basketball League；SBL；Exchange theory
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:603
  • 點閱點閱:109
本研究旨在瞭解運動組織尋求贊助時所訴求的目標與贊助商投入運動贊助所注重之目標，探討兩者對於運動贊助目標重要性的排序及其差異。使用層級分析法，經由文獻探討，建構「運動贊助目標評估」之層級架構，以超級籃球聯賽球團之行銷部門及其贊助商為研究對象，進行問卷調查。結果發現，在球團的訴求上，以「企業目標」此一構面最為重要，在屬性上則是以「增進企業形象」、「強化產品的形象」權重較高；贊助商較重視「行銷目標」、「銷售目標」，在屬性上以「與顧客及目標市場連結」、「擴大目標市場促進銷售」的權重較高，且兩者對於運動贊助目標的重要性排序上無顯著相關，顯示二者對於運動贊助目標有歧異存在，運動贊助在本質上為一價值交換的過程，如果運動組織欲獲得贊助商相關資源的挹注，應理解贊助商設定的贊助目標，在價值交換的過程中才能達到雙贏的目的。建議球團行銷部門應該跳脫傳統的思維模式及行銷策略，執行更為貼近贊助商目標的贊助方案，縮小彼此對於運動贊助目標看法上的差異，球團在從事運動贊助時應該注意「活化策略」的運用，為贊助商量身定做相關的行銷活動。
The main purpose of this study was to examine the difference between sport organizations and sport sponsors in hierarchy of the sponsorship objectives. The analytic hierarchy process (AHP) was adopted to evaluate the relative importance of individual alternatives by hierarchical structures. With AHP, this study examined the relative importance of sponsorship objectives and discussed the ranking correlation between sponsorees and sponsors. The questionnaire of "Sport Sponsorship Objectives Importance Evaluation" was developed based on a thorough review of previous studies. Marketing manager from four basketball teams and fifteen marketing persons from sponsors were invited to fill out this survey. The result showed that "Corporate Objectives" was the highest weight in dimension level of SBL teams, but sponsors treated "Marketing Objectives" and "Sales Objectives" as the highest dimensions. The highest weights of attributes from SBL teams were "enhance corporate image", "increase the product image", but sponsors were given weight to "linkage with customer and target market" and "extend the target market to increase sales". And there was no rank correlation between sponsorees and sponsors about sponsorship objectives. Sport sponsorship was basically a value exchange process. If sport organizations want to get in-kind value from sponsors, they should understand what sponsors' sponsorship objectives were and which ones they valued most and got win-win situation in this exchange process. The result showed that in order to meet sponsors' objectives, there must be some adjustment of SBL teams. These basketball teams shall use more "Vitalization" strategies and design tailor-made marketing plans for sponsors.
期刊論文
1.Meenaghan, Tony(1998)。Ambush Marketing: Corporate Strategy and Consumer Reaction。Psychology & Marketing，15(4)，305-322。  new window
2.Roy, D. P.、Cornwell, T. Bettina(2003)。Brand equity's influence on responses to event sponsorships。Journal of Product & Brand Management，12(6)，377-393。  new window
3.Crompton, J. L.(2004)。Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport。Leisure Studies，23(3)，267-281。  new window
4.黃煜(20061200)。美國銀行業運動贊助策略之分析。大專體育，87，144-151。new window  延伸查詢new window
5.Rupp, D. E.、Cropanzano, R.(2002)。The mediating effects of social exchange relationships in predicting workplace outcomes from multifoci organizational justice。Organizational Behavior and Human Decision Processes，89(1)，925-946。  new window
6.Brooks, Christine M.(1990)。Sponsorship: Strictly Business。Athletic Business，14(10)，59-62。  new window
7.Babiak, K.、Wolfe, R.(2009)。Determinants of corporate social responsibility in professional sport: Internal and external factors。Journal of Sport Management，23(6)，717-742。  new window
8.Pitts, B. G.、Slattery, J.(2004)。An examination of the effects of time on sponsorship awareness levels。Sport Marketing Quarterly，13(1)，43-54。  new window
9.Grohs, Reinhard、Wagner, Udo、Vsetecka, Sabine(2004)。Assessing the effectiveness of sport sponsorships: An empirical examination。Scmalenbach Business Review，56(2)，119-138。  new window
10.Sandler, D. M.、Shani, David(1989)。Olympic sponsorship vs. Ambush marketing: Who gets the gold?。Journal of Advertising Research，29(4)，9-14。  new window
11.Cornwell, T. B.(1995)。Sponsorship-linked marketing development。Sport Marketing Quarterly，4(4)，13-24。  new window
12.Irwin, R. L.、Asimakopolus, M. K.(1992)。An Approach to the evaluation and selection of sport sponsorship proposals。Sport Marketing Quarterly，1(2)，43-51。  new window
13.McCarville, Ronald E.、Copeland, Robert P.(1994)。Understanding sport sponsorship through exchange theory。Journal of Sport Management，8(2)，102-114。  new window
14.Sandler, D. M.、Shani, D.(1993)。Sponsorship and the Olympic Games: The Consumer Perspective。Sport Marketing Quarterly，2(3)，38-45。  new window
15.洪煌佳(20031200)。大眾傳播媒體與運動商品化的省思。臺東大學體育學報，1，211-223。new window  延伸查詢new window
16.鄧振源、曾國雄(19890700)。層級分析法（AHP）的內涵特性與應用。中國統計學報，27(7)，13767-13786。new window  延伸查詢new window
17.馮正民、李穗玲(20000300)。由決策習慣探討AHP之評估方法。中華管理學報，1(1)，21-26。new window  延伸查詢new window
18.Varadarajan, P. Rajan、Menon, Anil(1988)。Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy。Journal of Marketing，52(3)，58-74。  new window
19.Meenaghan, T.(1991)。Sponsorship-Legitimising the Medium。European Journal of Marketing，25(11)，5-10。  new window
20.Bloom, P. N.、Hoeffler, S.、Keller, K. L.、Meza, C. E. B.(2006)。How social-cause marketing affects consumer perceptions。MIT Sloan Management Review，47(2)，49-55。  new window
21.Cousens, L.、Babiak, K.、Bradish, C.(2006)。Advancing sponsorship: A framework for assessing corporate-sport relationships。Sport Management Review，9(1)，1-23。  new window
22.Speed, R.、Thompson, P.(2000)。Determinants of sport sponsorship response。Academy of Marketing Science，28，226-238。  new window
23.Walker, M.、Kent, A.(2009)。Do fans care? Assessing the influence of corporate social responsibility on consumer attitudes in the sport industry。Journal of Sport Management，23(6)，743-769。  new window
學位論文
1.李國維(2003)。體育政策對大型企業贊助運動影響之研究(碩士論文)。國立臺灣師範大學，台北市。  延伸查詢new window
2.朱珮忻(2003)。從消費者觀點分析企業運動贊助效果(碩士論文)。國立臺灣大學。  延伸查詢new window
3.黃淑汝(1999)。台灣地區職業運動贊助管理之研究(碩士論文)。國立交通大學。  延伸查詢new window
4.馮義方(1999)。企業對運動贊助行為之研究(碩士論文)。國立政治大學，臺北市。  延伸查詢new window
5.蕭嘉惠(2001)。運動賽會贊助管理個案研究--以中華汽車盃國際體操邀請賽為例(博士論文)。國立臺灣師範大學，臺北市。new window  延伸查詢new window
6.蕭嘉惠(1995)。運動組織與企業組織經理人對贊助運動考量因素之比較研究(碩士論文)。國立台灣師範大學，臺北市。  延伸查詢new window
7.廖俊儒(2001)。企業贊助運動之效益研究--以安麗盃世界女子花式撞球邀請賽為例(碩士論文)。國立臺灣師範大學。  延伸查詢new window
8.池欣玲(2007)。企業贊助超級籃球聯賽效益之研究--以消費者態度之觀點(碩士論文)。國立臺灣師範大學。  延伸查詢new window
9.吳昆霖(2006)。企業贊助中華職棒大聯盟2006年賽季之個案研究。國立臺灣師範大學，臺北市。  延伸查詢new window
10.陳秀珠(1996)。台灣職棒球團企業經營目標結構之研究(碩士論文)。國立體育學院，桃園縣。  延伸查詢new window
11.陳竟明(2001)。中華奧會與企業贊助互動之探索性研究。國立臺灣師範大學，臺北市。  延伸查詢new window
12.溫梅伶(2007)。超級籃球聯盟(SBL)球隊行銷理念與策略之研究。國立中正大學，嘉義縣。  延伸查詢new window
13.Sawyer, L. L.(1997)。Factors which influence corporations to discontinue sport sponsorship agreements(博士論文)。University of Northern Colorado。  new window
圖書
1.Saaty, T. L.(1998)。The Analytic Hierarchy Process: Planning, Priority Setting, Resource Allocation。New York：McGraw-Hill International Book Co.。  new window
2.Scheiber, A. L.(1994)。Lifestyle and event marketing。New York：McGraw Hill。  new window
3.Howard, D. R.、Crompton, J. L.(2004)。Financing sport。Morgantown, WV：Fitness Information Technology。  new window
4.Mullin, Bernard James、Hardy, Stephen、Sutton, William Anthony(2000)。Sport marketing。Champaign, IL：Human Kinetics Pessemier。  new window
5.程紹同(2001)。第5促銷元素：運動贊助行銷新風潮。臺北：滾石文化。  延伸查詢new window
6.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
 
 
 
 
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