企業公共關係中的藝文贊助－以科技企業基金會為例

Abstract

近年來，企業以身為社會公民為榮的觀念，由國外傳至國內並逐漸成形。對於大型企業而言，為了回應與滿足社會大眾對企業的期望與企業本身的需求，多半會藉由成立專屬的「企業基金會」來贊助各類如藝文表演、體育競賽等活動，讓資源與資金的投注能看到具體的效果。對於科技企業而言，藉由文化藝術的薰陶與形塑，所誘發出的創意，將會是企業最有價值的無形資產，而科技企業對藝文贊助更是使其科技與人文對話的重要著力點。本研究欲以對藝文贊助有長足貢獻的科技企業基金會為例，探討企業是否經由企業基金會公共關係因素的思考而從事藝文贊助行為，來達成維繫企業內外部群眾間的良好關係目的。

本研究挑選了國內三家科技企業基金會為個案進行分析，並針對基金會內部「了解基金會與企業間運作」與「實際執行藝文贊助」的負責人進行深度訪談。研究結果顯示，企業公關部門與企業基金會所能達成的企業目的相同，卻是透過不同的方向去進行：企業公關部門偏向營利觀點，而企業基金會則扮演非營利形象的角色，透過贊助藝文的方式，與公共關係部門形成相輔相承的的互補關係；在企業基金會的藝文贊助行為上乃是融合行銷與公關的概念，形成企業「行銷公關」的一環；另外在藝文團體與企業基金會的關係上，是走向雙向「互助合作」，而非單向的「贊助」關係；最後，企業經營者應衡量企業的能力，從人員專業程度、企業資源及調整企業內外群眾關係的能力來決定是否應設立企業基金會從事藝文贊助行為。

In recent years, the enterprises take themselves as the social citizens, and gradually form the concept from overseas to Taiwan. As for the large-scale enterprises, in order to respond with the people’s expectation to the corporations and the demand of itself, they will mostly set up their exclusive "the corporate foundations" to sponsor such as art performances, or sports competitions, to let the resources and the fund more effective. This study wants to take the technical corporate foundations as the examples which have the contribution to the sponsorship of art and culture, and to discuss whether the foundations take corporate public relations into account, they are engaged in sponsoring art and culture, to maintain the relationship between the stakeholders.

This research chose three domestic technical corporate foundations as the cases to carry on the analysis, and proceeded the depth-interview with the persons who are in charge of the actual sponsorship of art and culture, and understand the relation between the foundation and the enterprises. The result showed by interviewing these persons: 1) There is the same goal between the department of corporate public relations and the corporate foundation, but carry into effect by the different orientation. 2) The sponsorship of art and culture is the fusion of marketing and public relations, and become” Marketing Public Relations”. 3) The relation between the foundation and the group of art and culture changes the direction to the” cooperation”, but the” sponsorship”. 4) The operators of the enterprise should ponder the ability of the enterprise, from the personnel specialized degree, the enterprise resources and the adjustment of stakeholders, to decide whether it should set up the corporate foundation to sponsor art and culture or not.