| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 87 === Title of Thesis: A Study of Corporate Support of Cultures and Arts
Name of Institute: Graduate Institute of Business Administration National Taiwan University
Name of Student: Cheng,Chan-wei
Graduate Date: June 1999 Degree Conferred: MBA
Abstract:
The economic prosperity in Taiwan society brought us great satisfaction of material lives. The goal needed in the next stage is to upgrade the quality of spiritual lives. Supporting the development of cultures and arts is also improving the spiritual and mental side of civilians. Enterprises are part of social system. By supporting the cultural and art activities or teams, they can build good business images and keep good interactions with the public or their stakeholders. The purpose of the thesis is to study the motivation, the implementation and some other issues of the enterprise supporting the cultures and arts when the supporting behaviors are getting more widespread. The study mailed questionnaires to investigate enterprises listed in Common Wealth Magazine 1998, including top 500 in manufacturing industry, top 250 in service industry, and top 50 in financing industry. Collected copies are 72. Effective rate of collection is 9.45%. Besides, the study interviewed 5 winners of Wenshin Prize. Major findings are:
1.Behavior of corporate support of culture and arts
Enterprises that ever supported cultural and art businesses are about 54.2%, and that never did are about 45.8%. Business scale and supporting behavior are interrelated. The most acceptable motivation of supporting is building good corporate image. The evaluation criterion is that whether the supporting alternatives can concord with the philosophy and goal of enterprise. Most supported are cultural and art exhibitions, performances, publish communication, or promotion. Some are cultural and art foundations. Among the types of being supported, folklore culture and music are most preferred. The main resource that enterprises provide is cash. Most of enterprises donate between one hundred thousand and one million per year. 40% of the enterprises spent less than 10% of the dollar amount that they did in philanthropic giving. About 80% of the enterprises didn’t have systemized supporting regulations.
2.Reasons for not supporting cultures and arts
The most agreeable reason for not supporting is that there are public affairs, which need the supporting more. Enterprises that didn''''t support the cultures and arts also tend to agree that they didn’t know how to do.
3.Possible problems of supporting
Enterprises may encounter some problems when supporting cultures and arts:
（1）Dilemma of maximizing public interest or value added.
（2）Value of art.
（3）Art teams don’t understand the enterprises.
（4）Doubt on the effectiveness of sponsoring.
4.Future trends of corporate support of cultures and arts
Foreseeablely, it is getting more and more popular for enterprises to support cultures and arts. Topics of supporting are going to be diversified and customized. As the growing of the resources that enterprises put in, more and more enterprises will support cultures and arts with professional involvement and concentration in order to use the resources efficiently and maximize the effectiveness. In the future, the enterprise will support the cultures and arts in an innovative and mutually benefited manner.
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