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

The Identification of Sport Sponsorship Objectives Importance between Sport Organizations and their Sponsors: The Case of Super Basketball League

10.6569/NTUJPE.201012_(19).0002

曹健仲(Chien-Chung Tsao)；黃志成(Chih-Cheng Huang)；陳嘉康(Chia-Kang Chen)；吳喜松(Chii-Song Wu)

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

臺大體育學報

19輯（2010 / 12 / 01）

17 - 36

繁體中文

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.

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