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| Title: | 企業與藝文機構贊助關係之研究
A Study of the Sponsorship Relationship Between Corporations and Arts Organizations |
| Authors: | 許祐得
Hsu, Yu-Te |
| Contributors: | 張瑜倩
Chang, Yu-Chien
許祐得
Hsu, Yu-Te |
| Keywords: | 企業贊助
藝文機構
贊助關係
贊助動機
贊助流程模型
Corporate sponsorship
Art organizations
Sponsorship relationship
Sponsorship motivation
Sponsorship process model |
| Date: | 2024 |
| Issue Date: | 2024-11-01 10:57:20 (UTC+8) |
| Abstract: | 在政府能夠補助的經費縮減下，而藝文機構在面臨高度競爭下，他們開始尋求民營單位的資金挹注。例如：英國公共政策與企業贊助之間的關係緊密，企業贊助甚至成為執政黨的重要政績。對藝文機構而言，企業贊助能夠補足其不足的資源，使其藝術文化價值能夠在社會上實現；此外，企業贊助藝術活動並非僅是單純的慈善行為，其背後更蘊藏著深遠的商業價值與潛力。本研究旨在探討台灣企業與藝文機構如何建立雙贏的贊助關係。
本研究採用質性研究方法，透過半結構式深度訪談，分別訪談五位企業贊助代表與三位藝文機構代表，以了解雙方在贊助關係中的動機期望與互動模式。研究發現企業贊助藝文機構的動機多元且相互交織，包括：推廣藝文、在地回饋、提升企業形象、政策鼓勵等面向。企業期望與藝文機構建立長期合作關係，並重視雙方理念價值的契合度與藝文機構的執行能力。藝文機構則期待現金、實物贊助、行銷資源，並同樣希望能與企業建立長期合作關係。
在建立贊助關係方面，人脈關係轉介與陌生開發是兩大關鍵。維繫贊助關係則需透過高層互動、專責窗口對接與有效溝通。而在衡量評估方面，藝文機構提供的結案報告多為制式內容，可能未能滿足企業對贊助成效的評估需求。後續決策方面，雖然雙方多傾向長期合作，但藝文機構仍需面對新場館競爭與企業業務轉變所帶來的挑戰。
本研究不僅填補了台灣本土藝文贊助研究的不足，亦驗證了贊助流程模型在台灣藝文贊助情境的適用性，並擴展了模型的內涵。研究結果可為企業與藝文機構提供實務性的建議，有助於促進藝企合作創造雙贏局面。
With government funding for the arts sector decreasing and competition among arts organizations intensifying, these organizations are increasingly seeking financial support from the private sector. In the United Kingdom, for instance, there is a close relationship between public policy and corporate sponsorship, with the latter even being considered a significant achievement of the ruling party. For arts organizations, corporate sponsorship can supplement their limited resources, enabling them to realize their artistic and cultural value in society. Moreover, corporate sponsorship of the arts sector is not merely a charitable act; it also holds significant commercial value and potential. This study, therefore, aims to explore how Taiwanese corporations and arts organizations can establish mutually beneficial sponsorship relationships.
Key findings reveal that corporate sponsorship of arts and cultural institutions is motivated by a variety of intertwined factors, including promoting arts and culture, contributing to the local community, enhancing corporate image, and responding to policy incentives. Companies seek long-term partnerships with arts organizations and value alignment of values and the organization's execution capabilities. Arts organizations desire cash, in-kind donations, and marketing resources, and also prioritize long-term partnerships.
In establishing sponsorship relationships, personal referrals and cold outreach are key. Maintaining these relationships requires high-level interaction, dedicated communication channels, and effective communication. However, the post-event reports provided by arts organizations are often standardized and may not meet corporate needs for assessing sponsorship effectiveness. While both parties generally prefer long-term collaboration, arts organizations face challenges due to competition and evolving corporate priorities.
This study not only bridges a gap in Taiwanese studies on arts sponsorship but also validates the applicability of the sponsorship process model in the Taiwanese context, further expanding the model's implications. The findings offer practical recommendations for both corporations and arts organizations, fostering mutually beneficial partnerships. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
110364127 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110364127 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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