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系統識別號 U0002-1007200518442800
中文論文名稱 運動贊助之公關效益與顧客權益關聯性之研究
英文論文名稱 A research of the relationship between public relation benefits and customer equity for sport sponsorship
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 93
學期 2
出版年 94
研究生中文姓名 葉曉蒨
研究生英文姓名 Hsiao-Chien Yeh
學號 691450109
學位類別 碩士
語文別 中文
口試日期 2005-05-13
論文頁數 100頁
口試委員 指導教授-白滌清
指導教授-沈景茂
委員-吳錦松
委員-李月華
委員-白滌清
中文關鍵字 運動贊助  公共關係  顧客權益 
英文關鍵字 Sports sponsorship  Public relation  Customer equity 
學科別分類 學科別社會科學管理學
中文摘要 近年來民眾逐漸瞭解健康的重要性,不論是政府或企業都積極提倡運動以促進健康,運動已經變成不分年齡、性別的全民活動,並且具有傳播媒體的功能,讓贊助運動成為企業和消費者溝通的最佳行銷工具。由世界趨勢顯示企業應該由品牌權益觀點轉換到顧客權益觀點,而顧客權益觀念能幫助企業更加瞭解、管理和維持舊顧客,同時將顧客視為一項重要資產,以審慎的觀念與態度加以管理(Rust, Zeithaml and Lemon, 2000)。
根據Rust, Zeithaml and Lemon(2000, 2004b)提出的顧客權益架構,即價值權益、品牌權益、關係權益所形成的構念,本研究將顧客權益與公共關係中之運動贊助相結合,探討公共關係中的運動贊助與顧客權益之關聯性。
研究結果顯示消費者對企業贊助運動活動的態度、未來涉入運動贊助活動意願與顧客權益息息相關,也就是當消費者越喜歡該運動贊助活動,越渴望未來可以參與該運動贊助活動,而且對公關活動參與的行為意向程度較高的消費者,可以透過該贊助的運動活動提高該企業的顧客權益。無論哪種置入方式,只要傳播效果具有公關效益,都會連帶增強消費者對價值權益、品牌權益、關係權益的感受。研究發現無論是以行銷面觀點或以財務觀點的顧客終身價值,其與顧客權益具有正向關係。言而總之,顧客權益是衡量顧客對於企業的價值所在,企業應該要瞭解品牌並不能創造財富,只有顧客才能為企業創造財富,而從研究結果得知企業可以透過公共關係中的贊助來建立顧客權益,進而提升顧客終身價值。
英文摘要 People begin to know what important is health, so the government or company advocate sports. Sport is an activity crossing ages and sex. It can also function as the media to connect customer and business, making sports sponsorship blossom nowadays. Sports sponsorship becomes an efficient promotion tool. Several broad interrelated trends make it inevitable that management will shift its focus from brand equity to customer equity. The concept of customer equity could help the company to know, mange, and retain their customers more and to acquire the new customers aggressively as well. Moreover, it helps a company to view customers as an important asset and to manage them in a cautious way and attitude.
According to the structure of customer equity proposed by Rust, Zeithaml and Lemon in 2000, which is the concept including value equity, brand equity, and retention equity, this study combines it with sports sponsorship, to know that the relationship between the sports sponsorship and customer equity.
The result of this research shows that customer equity has significant relative to consumers’ attitudes toward the event and consumers’ joining involvement in the future. In other words, consumers have higher degree of favor the event and desire for joining the event, to enhance customer equity through the sports sponsorship event. Public relation benefits of visual placement, audio placement and plot connection placement content have positive influence on customer equity. Regardless of marketing or financial customer lifetime value, has a positive relationship with customer equity. Aside from accounting adjustments for expenditures such as plant and equipment and financial liabilities, the customer equity of the company is equivalent to the value of the firm. Therefore, documenting the effect of marketing expenditures on customer equity provides a measure of financial return on those investments. Based on research result, the company can establish customer equity through the sports sponsorship.
論文目次 目錄
表目錄..............................................Ⅱ
圖目錄..............................................Ⅳ
第一章 緒論.......................................1
第一節 研究背景與動機.............................1
第二節 研究目的...................................3
第二章 文獻探討...................................4
第一節 顧客權益...................................4
第二節 公共關係...................................13
第三節 顧客終身價值...............................26
第三章 研究方法...................................32
第一節 研究架構與假說.............................32
第二節 研究情境...................................34
第三節 變數之操作型定義與衡量.....................36
第四節 研究設計...................................43
第五節 資料分析方法...............................48
第四章 研究結果...................................51
第一節 信度與效度分析.............................51
第二節 基本資料分析...............................52
第三節 價值權益、品牌權益、關係權益...............59
第四節 消費者對公關運動贊助認知與顧客權益之關聯性.60
第五節 消費者型態與顧客權益之關聯性...............67
第六節 顧客權益與顧客終身價值之關聯性.............74
第七節 價值權益、品牌權益、關係權益之關聯性.......78
第八節 研究結果彙整...............................82
第五章 結論.......................................84
第一節 研究結論...................................84
第二節 研究限制與未來研究建議.....................87
參考文獻............................................88
附錄一 NIKE企業簡介................................95
附錄二 本研究問卷..................................98
表目錄
表1-1 企業行銷型態之轉變...........................1
表2-1 顧客權益診斷表...............................11
表2-2 贊助公關活動的種類...........................18
表2-3 Hughes之RFM模型指標權重......................29
表2-4 Stone之RFM模型指標權重.......................29
表3-1 台灣地區NIKE歷年主要運動贊助表...............35
表3-2 2005 NIKE 5K RUN路跑活動內容.................36
表3-3 顧客權益之構面定義...........................37
表3-4 顧客權益之衡量題項...........................38
表3-4 顧客權益之衡量題項(續).......................39
表3-5 對贊助運動贊助之態度的衡量題項...............39
表3-6 個人公關參與意向之衡量題項...................40
表3-6 個人公關參與意向之衡量題項(續)...............41
表3-7 公關活動置入方式之衡量題項...................41
表3-8 顧客終身價值之構面定義與衡量題項.............42
表3-9 RFM之構面定義與衡量題項......................43
表3-10 問卷五大部分之內容..........................44
表3-11 贊助活動之網頁介紹表........................45
表3-11 贊助活動之網頁介紹表(續)...................46
表3-11 贊助活動之網頁介紹表(續)...................47
表3-12 樣本分配及回收表............................48
表3-13 資料分析方法................................50
表4-1 顧客權益構面之信度...........................51
表4-2 顧客終身價值構面之信度.......................52
表4-3 個人公關參與意向構面之信度...................52
表4-4 樣本特性.....................................53
表4-5 性別在顧客權益之差異性分析...................54
表4-6 購買經驗、意願在顧客權益之差異性分析.........55
表4-7 購買經驗、意願在顧客權益之平均值.............55
表4-8 是否聽說過活動在顧客權益之差異性分析.........56
表4-9 性別在公關認知之差異性分析...................56
表4-10 購買經驗、意願在公關認知之差異性分析........57
表4-11 購買經驗與參與經驗之分析....................57
表4-12 購買意願與參與經驗之分析....................58
表4-13 購買意願與參與意願之分析....................58
表4-14 是否聽說過活動與公關認知之差異性分析........59
表4-15 是否聽說過活動與參與意願之差異性分析........59
表4-16 顧客權益之解釋變異量........................60
表4-17 對贊助活動態度與顧客權益之關聯性............61
表4-18 對贊助者的態度與顧客權益之關聯性............62
表4-19 參與經驗、意願之次數分配表..................63
表4-20 參與經驗在顧客權益主成分分數之差異性分析....64
表4-21 參與意願在價值權益主成分分數之差異性分析....65
表4-22 參與意願在品牌權益主成分分數之差異性分析....65
表4-23 參與意願在關係權益主成分分數之差異性分析....66
表4-24 個人公關參與意向群集之分數..................67
表4-25 個人公關參與意向群在顧客權益主成分分數之差異
性分析......................................68
表4-26 活動置入方式之比率..........................68
表4-27 置入方式之公關效益..........................68
表4-28 文字或視覺傳播頻率與公關效益之分析..........70
表4-29 言語或聽覺傳播頻率與公關效益之分析..........71
表4-30 綜合傳播頻率與公關效益之分析................72
表4-31 公關置入方式與顧客權益之關聯性..............73
表4-32 顧客權益與行銷面顧客終身價值之關聯性........74
表4-33 RFM模型之給分...............................75
表4-34 財務面顧客終身價值群集之分數................76
表4-35 財務面顧客終身價值群在顧客權益主成分分數之差
異性分析....................................76
表4-36 高/中/低度顧客終身價值群在顧客權益之成對比較77
表4-37 高/中/低度顧客終身價值群在行銷面顧客終身價值
之成對比較..................................78
表4-38 價值權益群集之分數..........................79
表4-39 價值權益群在品牌權益、關係權益之差異性分析..79
表4-40 品牌權益群集之分數..........................80
表4-41 品牌權益群在價值權益、關係權益之差異性分析..81
表4-42 關係權益群集之分數..........................81
表4-43 關係權益群在價值權益、品牌權益之差異性分析..82
表4-44 研究結果之彙整..............................83
圖目錄
圖2-1 顧客權益之觀點...............................5
圖2-2 機械零件產業中三權益之重要性.................9
圖2-3 機械零件產業中相對比較圖.....................10
圖2-4 價值權益驅動力...............................10
圖2-5 該企業權益之重要性-表現圖...................12
圖2-6 價值權益之重要性-表現圖.....................12
圖2-7 北美歷年贊助金額.............................16
圖2-8 計劃行為理論.................................22
圖2-9 轉換模型.....................................24
圖2-10 產品置入方式................................24
圖2-11 混合訊息概念圖..............................26
圖2-12 顧客權益行銷範疇圖..........................31
圖3-1 本研究架構...................................32
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【網頁文獻】
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