A Study of Corporation Sponsorship at the 3rd National Mid-school Athletic Games in Taiwan

• Main Authors: Su, Chin-chueh, 蘇錦雀
• Other Authors: Cheng, Chih-fu Ed. D
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/89314416458983772588

碩士 === 國立臺灣師範大學 === 體育學系 === 91 === As sport sponsorship has been an effective marketing strategy for many corporations and also an effective method to raise revenue for sport organizations, the purpose of this thesis was to study the motivation, the cogitating factor, the implementation and some other issues of the corporation sponsorship at the 3rd National Mid-school Athletic Games in Taiwan. Fifty- eight corporations served as the subjects of the study and the instrument “ The Questionnaire of Corporation Sponsorship at the 3rd National Mid-school Athletic Games in Taiwan” was employed first, and then followed in-deep interviews with the event sponsors, such as Muzno Taiwan , the whole behavior of corporate sponsorship at the 3rd National Mid-school Athletic Games in Taiwan would be understood clearly. This thesis used both qualitative and quantitative analysis to discuss corporation sponsorship at the 3rd National Mid-school Athletic Games in Taiwan and the results were as followed: 1.Because of the success of marketing program, the host party, Taipei County government, was financed from various corporations and generated approximately NT$62,621,000. 2.There were about 64.6% of corporations that had ever participated in sport sponsorship before and the ball games were the most popular sport for corporations to sponsor for. There were about 80% of corporations that hadn’t established any sponsorship regulations to followed and most of them would contribute to sport events/organizations within NT$100,000 every year. 3.The motivations of the corporations sponsoring the 3rd National Mid-school Athletic Games in Taiwan were included: to demonstrate the interest in the community, to generate media interests and publicity, to increase their reputation of good citizenship and to increase their products/service consumption; the cogitating factors were included: the host party, the sponsoring activities and the sport event. There were Canonical Correlations between the sponsoring motivation and cogitating factor of corporations. 4.To most of the corporations, a successful sponsorship proposal would be the criteria for their evaluation at the first step .