阿聯酋航空公司運動贊助策略之個案探討

A study on the Sports Sponsorship Strategy in Civil Aviation Industry - Case study of the Emirates Airlines

10.6169/NCYUJPEHR.201906_18(1).05

徐嘉良(Chia-liang Hsu)；王如鈺(Ru-yu Wang)；施仁瑞(Ren-Ray Shih)

運動行銷 ； 品牌知名度 ； 民航業 ； 市場區隔 ； sports marketing ； brand awareness ； civil aviation industry ； market segmentation

嘉大體育健康休閒期刊

18卷1期（2019 / 06 / 30）

50 - 62

繁體中文

企業運用運動贊助的方式，透過運動來行銷其產品或品牌，已經越來越受到企業的重視與肯定。本研究以阿聯酋航空為個案，探討該公司如何以運動贊助作為行銷策略的模式 。因此，本研究透過蒐集阿聯酋航空公司運動贊助相關的次級資料，探討其運動贊助之策略。該公司贊助策略可分為以下幾點：一、運動贊助項目深受歷史文化影響；二、企業贊助策略主要以提高曝光率及知名度為主；三、在贊助之對象選擇上，會以賽事之受歡迎程度及其戰績為主要考量；四、在贊助之對象選擇上，會以公司主要市場範圍及市場區隔吻合程度為主要考量；五、在運動贊助之項目選擇上，偏好高爾夫球、網球、賽馬等，以增進與商務客層之接觸。在目前航空運輸產業競爭激烈的環境之下，阿聯酋航空公司以運動贊助作為行銷策略的主軸，提升其品牌知名度及企業形象，並彰顯出其優越性，堪為航空界運用運動贊助的典範，亦可作為其他公司行銷策略制訂上的借鏡。

Corporate sponsorship through sports marketing had become more affirmative and draw attention on marketing strategy for products and the brand promotions. The purpose of this study tried to explore the situation of corporate sponsorship on sports in civil aviation industry. This study used the Emirates Airlines for case study to discuss its marketing strategy. This study used the secondary materials of Emirates Airlines' sponsorship events to discuss the sponsorship strategy of this company. The marketing strategy of Emirates Airlines were as follows: 1. The strategy of corporate sponsorships was affected by its culture and history. 2. The main consideration of sponsorship decision were to increase their corporate image and brand awareness. 3. The main consideration of sponsored events/teams were their popularity and performance. 4. The sponsored events/teams would fit for corporate's market scope and market segment. 5. In order to meet the business level customer, corporate characteristics will affect the chosen variants of sponsored events/teams like golf, tennis, and horse racing. Emirates airlines' marketing strategy could be a paradigm by using sport sponsorship as its main marketing strategy by promoting its brand awareness and corporate image. This strategy highlighted its superiority. It could also be a good reference for corporations making their marketing strategy under the hyper-competitive market of civil aviation industry.

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