A Study on Leisure Sports Sponsorship in Business Marketing – Taking the Case as Miaoli County Slow Softball

• Main Authors: HSIEH,WEN-CHENG, 謝文正
• Other Authors: TSAI,MEI-HUA
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/3j75wt

碩士 === 亞太創意技術學院 === 文化創意設計研究所 === 104 === Sports sponsorship focuses on a resource provider with athletic activity or organization conduct business with each other, companies often provide funding, personnel, equipment, facilities or services to sports organizations. Movement to provide some resources in order to achieve the rights of providers of business or marketing exposure, even as stakeholders of the business benefits in return. The scope of the study to a slow softball tournament based, enterprise sports sponsorship tangible or intangible administered organizers, and in the course of events, posters, billboards, cap, etc. presenting sponsor's company name on propaganda. In this study, Miaoli County Sports Commission will slow softball, Miaoli social slow softball team staff as the main object of study. Each of the cup, there are at least 24 teams to participate, each pair will have at least 20 or more. Formal questionnaire is May 22, 2016 to June 30, 2016, official questionnaires were issued for the 2016 National Championship Team Trials cum and 2016 to observe the slow softball tournament total of 400 parts, 20 parts by deducting Incomplete and difficult identification of 2 parts of 22 invalid questionnaires and other parts, and the remaining 378 valid questionnaires, the effective rate was 94.5% questionnaires. The statistic tool contains descriptive statistics, reliability analysis, t test, the number of single factor analysis of variance and regression analysis. The results of this study show that sports sponsorship by companies’ awareness benefit,” “the image of efficiency”, “promoting the purchase of benefits” can improve the effectiveness of marketing, leisure, three facets again to promote the purchase of benefits as the highest business for commercial purposes. The sports sponsorship can enhance people’s willingness to buy, in line with a corporate sponsorship ultimate purpose. This study provides enterprise sports sponsorship industry sponsorship for sports and leisure marketing behavior to enhance the efficiency.