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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20201
Title: | 企業運動贊助與品牌媒體效益之個案研究 Corporate Sports Sponsorship and Its Branding Benefits in Media: A Case Study from CTBC Financial Holding |
Authors: | Yung-Shen Lin 林永勝 |
Advisor: | 李賢源 |
Keyword: | 贊助,運動贊助,廣告價值,公關價值,品牌價值, sponsorship,sports sponsorship,advertising value,public relations value,brand value, |
Publication Year : | 2018 |
Degree: | 碩士 |
Abstract: | 隨著國人健康意識的提升,社會大眾從事運動、參與體育活動或賽事,已成為民眾生活的一部份,近年來企業贊助運動的意願及贊助支出隨之增加,運動贊助儼然成為企業另一種新的品牌行銷溝通工具。
本研究以中國信託金融控股公司贊助職棒運動之歷史與其獲得品牌媒體效益之情形,將中信金控冠名贊助中信兄弟職業棒球隊作為研究案例,主要藉由過去四年中信兄弟隊於聯合報、中國時報、自由時報、蘋果日報、聯合晚報、經濟日報及工商時報等七家報紙媒體之相關報導曝光的廣告價值(Advertising Value; AD Value)及公關價值(Public Relations Value; PR Value),採用文件分析法、內容分析法探討企業贊助運動的行為對於企業品牌價值與媒體效益之影響,以提供未來國內企業投入相關運動產業贊助行列之參考方向。 本研究主要結論如下: 一、中信金控早在40年前即投入運動贊助領域,長期支持運動產業發展,近幾年每年挹注運動贊助的經費達新臺幣三億餘元,以棒球、高爾夫運動為主。 (一)在棒球部份,中信金控從少棒、青少棒、青棒、成棒到職棒皆投入資源支持,包括冠名贊助中信兄弟隊、中信盃黑豹旗全國高中棒球大賽等。 (二)高爾夫方面,贊助包括目前全球排名第一的球后馮珊珊、臺灣高球一姐盧曉晴等多位女子選手,並且連續六年舉辦中國信託女子公開賽。 二、中信金控冠名贊助中信兄弟隊所獲得的媒體效益如下: (一)平面報紙曝光效益共計有9,164則,即使扣除負面報導289則,正面報導高達8,875則,正面報導比例將近97%,媒體曝光效益甚高。 (二)四年來在平面媒體曝光的廣告價值(AD Value)超過新臺幣13億元,以公關業界的經驗值推估,可產出超過新臺幣66億元的公關價值(PR Value)。 This study is on the history of sports sponsorship by CTBC Financial Holding Co., Ltd. and this sponsorship’s benefits in media, and it uses CTBC Financial Holding’s title sponsorship of the professional baseball team CTBC Brothers as a case study. Its analysis is primarily based on the advertising value and the public relations value of CTBC Brothers news and related coverage in the United Daily News, China Times, Liberty Times, Apple Daily, United Evening News, Economic Daily News, and Commercial Times over the past four years. The study’s main conclusions are as follows: 1. CTBC Financial Holding has a long history of supporting the development of the sports industry and in recent years has invested more than NT$300 million annually. Currently, the scope of the sponsorship is focused on baseball and golf. 2. The media benefits from CTBC Financial Holding’s title sponsorship of CTBC Brothers are as follows: (1) Print newspaper exposure was totaled at 9,164 clips. There were 8,875 clips of positive press, representing nearly 97% of the total. (2) The advertising value of print media exposure exceeded NT$1.3 billion. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20201 |
DOI: | 10.6342/NTU201800375 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 財務金融組 |
Files in This Item:
File | Size | Format | |
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ntu-107-1.pdf Restricted Access | 1.86 MB | Adobe PDF |
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