運動贊助網路媒合平台理論架構初探

Abstract

現今企業面臨競爭激烈與資訊爆炸的全球市場，需要一種更有效率的行銷工具。而贊助在近幾年快速成長，成為企業喜愛的行銷工具之一，其中又以運動贊助最廣為使用。本文探討全球贊助現況，並分析我國運動產業以及電子商務之發展。研究指出目前我國運動贊助在事前的媒合，贊助企業與運動組織的連結相當薄弱。因此，提出一個資訊仲介模式應用在運動贊助媒合的網路平台架構理論。由於國內運動產業尚未成熟，由政府訂定的「運動產業發展條例」便成為推動我國運動產業的一大助力。因此，本文將政府以輔導者的角色，納入資訊仲介模式中，發展出全新三方的運動贊助網路媒合平台理論，並在文末提出未來相關研究的方向，希望此理論可以實際應用於產業界，以活絡運動贊助的機會，加速我國運動產業的發展。

Businesses are facing an intense competitive pressure and information cluttering in today's global market, it need a more effective tool for marketing. Sponsoring has grown rapidly in recent years and has become one of the marketing tools that firms like to use most. An earlier study of the above, sports sponsorship is the most widely used. This paper discusses the trend of global sponsorship and analyzes the development of Taiwan's sports industry and e-commerce, it pointed out that currently the link is rather weak in the beforehand match between sponsors and sports organizations in sports sponsorship in Taiwan. Therefore, this paper proposes a network platform architecture theory that uses an infomediary model applied in sport sponsorships. Because the domestic sports industry is not yet complete, government in Taiwan has become a major impetus to promote sport industries by development regulations. For this reason, we set the government's role as counselors in the infomediary model, develop a new tripartite sports sponsorship matching platform theory, and proposed several directions in the future research. This study hopes that this architecture can actually be used in the sport industry, for activating sports sponsorship and accelerate the development of sports industries in Taiwan.