Research upon the Enterprises’ Participation in Marketing Activities via Sports Sponsorship
Date Issued
2005
Date
2005
Author(s)
Lee, kuan-hui
DOI
zh-TW
Abstract
The corporate sponsorship for sports has become an important tool of the companies’ execution of marketing strategy. When the enterprises participate in sports sponsorship, they must access to various marketing concepts in order to increase the benefits of sponsorship. Therefore, this research intended to initially explore the related details of the enterprises’ decisions with respect to sports sponsorship, access to the connection between the sponsoring process and the enterprises’ marketing procedure and finally understand the evaluation with regard to the benefits of the participation in sports sponsorship in order to generalize the related conclusions.
As to the enterprises’ decision of sports sponsorship and decisive procedure of marketing activities, this research defined the related variables of study and proposed the following conclusions with regard to different variables:
With regard to the motives of sports sponsorship, the enterprises mainly concerned about reinforcing the enterprise images. As to the factors which affected sports sponsorship, the images of the sponsor items and the connection between the selection of target markets and the enterprises were the important factors. With regard to the decisive content of sponsorship, baseball was currently the most popular sport which encouraged the national enterprises to participating in sports sponsorship. As to the execution of sponsorship, the enterprises which exclusively sponsored the sports would involve in more resources and proceed with long-term cooperation. As to the selection of segmentation variables of the market, the researcher tended to treat the ages of the variables of vital statistics as the main segmentation variable. With respect to the variable of selection of target markets, the researcher’s study was mainly based upon the involvement of all of the markets. With regard to the variable of development of the position of the market, the sports sponsorship allowed the consumers to regard the enterprise as a vital, healthy and pure company. As to the planning of marketing strategy, apart from money, the offer of the products would considerably enhance the enterprises’ planning upon related marketing strategies. As to the enterprises’ evaluation of benefits of sponsorship, the exposition through media was an important quantitative evaluation and the customers’ feedback was a crucial qualitative evaluation. Finally, the research suggested the related managerial significance and conclusion with respect to different objectives of the study.
Subjects
運動贊助
運動行銷
行銷策略
Sports Sponsorshipship
Sports Marketing
Marketing Strategy
Type
thesis