台灣地區企業機構贊助職業高爾夫之研究

A Study of the Enterprises Sponsorship to the Programs of Professional Golf Tournaments in Taiwan Area

10.6547/tassm.2002.0011

呂謙(Chien Lu)；呂銀益(Ying-Yi Lu)；黃正岳(Cheng-Yueh Huang)

臺灣體育運動管理學報

1期（2002 / 05 / 20）

185 - 207

繁體中文

龐大的費用支出對高爾夫球賽事是一種負擔，如何尋求財源和贊助更是舉辦單位重大的問題，本研究針對台灣地區工商企業進行問卷調查，探討企業機構對職業高爾夫球賽事贊助之情況。根據公元2000年五月份天下雜誌特刊調查之台灣地區排名前二千之大企業組織，選取排行前280家企業機構為本研究之研究對象，最大抽樣誤差為±5.9%。以數字、百分比和標準差表達結果，因素分析以達到資料構面縮減的目的，單因子變異數(One-Way ANOVA)分析產業類別與不贊助原因，α檢定數值為0.05進行統計考驗。 研究結果顯示： 一、大多數的工商企業機構均未贊助職業高球賽事，研究結果指出190位受訪者（佔99.5%）均未贊助職業高爾夫球賽。 二、不贊助之因素包括： （一）運動組織效率高低。 （二）贊助效益大小。 （三）企業本體運作方式。 （四）政府支持與否。 （五）贊助企劃提出與否。 （六）協助單位配合與否。 三、金融保險業(M=8.0625)及製造業(M=8.400)同意「贊助效益」之效果大小是不贊助高球賽之考量因素，卿服務業(M=0.8475)看法不同，達到顯著差異。 四、製造業(M=3.970)同意「協助單位」之配合與否是不贊助高球賽之考量因素，與服務業(M=5.1864)看法不同，達到顯著差異。 五、產業類別與不贊助職業高爾夫賽原因之因素「運動組織效率」、「企業本體運作」、「政府支持」、以及「贊助企劃」均沒有顯著差異。 六、不贊助的原因依序： （一）已贊助慈善、藝術等項目。 （二）公司人員忙碌或不足。 （三）運動組織未提出合作企劃案。 （四）沒有編列預算。 （五）從未有運動組織提出要求贊助。

The enormous expense disbursement is a heavy loading to the golf tournament organizers, how to explore the financial resources and sponsors are a significant work for the organizers. This research was to undertake and comprehend how the enterprises sponsor the professional golf game in Taiwan area. Base on the large enterprise arrangement of top 2, 000 ranked in Taiwan area of Common Wealth Magazine special edition in May of 2000, the top 280 ranking of the institutions in Taiwan area were chosen as the research subjects in this study. Frequency, percentage, and standard deviation were used to display the results, factor analysis was applied to identify, estimate, and reduce the factors of the factor structure, One-way ANOVA was used to analyze the significant differences between the enterprises' professional type and the reasons why they did not sponsor the professional golf tournament, α=0.05. The results indicated that: 1. Most of the enterprises (190 institutions, 99.5%) did not sponsor the professional golf tournament. 2. The factors why Taiwanese enterprises did not sponsor the professional golf tournament including: (1) The inefficiency of the host organization; (2) Less effectiveness of the professional golf sponsorship; (3) Operation styles of the enterprises; (4) The support of the government; (5) The sponsorship proposal address by the host organization; (6) The performance of other assistant units. 3, Financial and insurance industry (M8.O625) and the manufacturing industry (M=8.400) has different visions with the service trade (M=lO.8475) in the ”effect of sponsorship”, there were significant differences among them. 4. The manufacturing industry (M=3.970) has the different opinions with the service trade ( M=5.1864 ) in ”assistant units”, there were significant differences between them. 5. The enterprises' professional .type and the reasons the enterprises did not sponsor such as ”the efficiency of the host organization”, ”operation of the enterprises”, ”support of the government”, and “the proposal address of the host organization”, there were no significant differences among them. 6. The main reasons of the enterprises did not sponsor the professional golf tournament were: (1) They have already sponsored the beneficial activity and art events. (2) The staffs of the firms are busy or insufficient. (3) The sports organizations did not address the cooperative proposal to the enterprises. (4) The companies did not make the sponsor budget for the professional golf tournament. (5) The sports organizations never brought up the sponsor thoughts and proposals to the enterprises.