台灣美津濃公司贊助民國九十二年全國運動會效益分析

Abstract

本研究主要目的在於瞭解台灣美津濃公司贊助民國九十二年全國運動會之商業效益，並藉由文獻探討、深度訪談及統計分析等方式探討其贊助實質效益。主要結論如下：

一、92全運會總經費預算新台幣3.1億元，縣府自籌經費1.9億元，120個企業團體贊助，贊助總金額共計新台幣2億17萬2000元，創下歷年來最高自籌金額比率。

二、台灣美津濃公司贊助92全運會之動機，以「提高品牌知名度」為最高，其次為「提升企業社會形象」及「增加產品銷售機會」，與預期相符合。

三、本研究問卷共發出660份，以便利抽樣方式對現場參與者進行問卷施測工作，並採取現場填答後立即回收方式，經整理有效問卷596份佔整體問卷90.3％。男性參與者357人、女性參與者239人，年齡層次分佈以26歲-35歲最多（佔32.6％），身份以學生（佔26.8％）及軍公教（佔26.7％）比率為最高，學歷以大學/專科學歷為最多，佔總參與者人數的（57.4％）。在對贊助商形象認知程度方面，現場參與者背景變項之變異數分析檢定性別、年齡、職業、學歷、個人收入及身份有顯著差異。在對贊助商產品牌喜好程度方面現場參與者背景變項之變異數分析檢定性別、職業及身分有顯著差異。在對贊助廠商的產品購買意願方面現場參與者背景變項之變異數分析檢定性別、職業、學歷及個人收入有顯著差異。

四、92全運會網站賽會期間，計有60萬9905人次上網瀏覽。台灣美津濃公司電視CF廣告列名曝光率，廣告價值約新台幣1670萬4000元。有高達99.2％的現場參與者能正確辨識出台灣美津濃公司為92全運會主要贊助廠商，約40％的現場參與者於92全運會期間，有購買台灣美津濃公司相關產品。辦理92全運會後，經訪談該公司贊助策略與預期效益達成、銷售業績較去年同期成長30％。

The purpose of the study was to analyze the commercial benefits of Mizuno Taiwan Corporation’s sponsorship at 2003 National Athletic Games held in Taipei County. Literature review, in-depth interview and statistical techniques were used to explore the effectiveness of the Mizuno’s sponsorship. The conclusions are as the followings: 1. The original budget for 2003 National Athletic Games was estimated about $310 million NTD. $120 million NTD was provided by the central government for the Games and Taipei County collected $190 million NTD. With 120 corporate sponsors’ support, Taipei County government had raised $200.172 million NTD, which exceeds the initial budget requirement and accounts for 64.5% of total budget. This event has set a new record high for corporate sponsorship for National Athletic Games. 2. The motivations of Mizuno Taiwan’s sponsorship is 1) to improve brand awareness, 2) to promote business social-responsibility image, and 3) to increase product sales. The findings are consistent with the expectation. 3. 660 subjects were randomly selected. The survey was conducted on-site to collect the immediate response from the participants at 2003 National Athletic Game. In total, there were 596 valid responses (90.3%). There were 357 male participants and 239 female participants. The most frequent age distribution was between the ages of 26-35, which accounts for 32.6%. The most common occupations are students (26.8%), and armed forces/public servants/teachers accounts for 26.7%. The majority, 57.4% have listed university or college as the highest level of education they have attained. When asked about brand impression of sponsors, using the ANOVA analysis, the gender, the age, the occupation, the highest level of education attained and personal income were significant variables. Significant variables when asked about consumer preferences about the sponsor’s products include the gender and the occupation of the respondent. The gender, the occupation, the highest level of education attained and personal income been proven to be significant when talking about purchasing sponsors’ goods. 4. There were 609,905 website hit on 2003 National Athletic Game official website, and the commercial appeared on television for 706 times. The total value of advertisement reached around $16.704 million NTD. 99.2% of the attendants could correctly identify Mizuno Taiwan as the main sponsor of 2003 National Athletic Game. 40% of the attendants had ever bought Mizuno’s product during the period of 2003 National Athletic Game. It met Mizuno’s marketing challenges. A survey was conducted after Mizuno sponsoring the event, key questions were asked of the company. The findings show that the expected effectiveness and sales quota were increased by more than 30%.