A Study of Nonprofit Sports Organization Use of Cause-Related Marketing - As Samples of Taipei County Athletic Association Children''s Physical Education Committee and Co-operative enterprises

• Main Authors: Liao, Hsueh-Ming, 廖學明
• Other Authors: Chang, Hung-Liang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/09922707515977384817

碩士 === 輔仁大學 === 體育學系碩士班 === 91 === Abstract The objectives of this study was to determine how the children’s physical education committee could co-operate with business to finance provision of it’s services. In this study based on this survey’s results, the method of survey employed, was the semi-structured interview. The primary purpose of this study was to understand the motivations, the decision making process, and the reaction of the business community to the use of cause-related marketing by the children’s physical education committee. The samples were chosen according to perceived suitability for potential partnerships. And there were four samples chosen from the children’s physical education committee, five samples chosen from the co-operative enterprises, nine samples in a total. The main thrust of this study was based on the motivations, the decision making process and co-operative ways to assist the children’s physical education committee’s use of cause-related marketing. There were twenty six points of relevance covered under “Cause-Related Marketing”. The motivations of nonprofit sports organization： 1.Popularize exercise and health gain. 2.Raising financial resources. The motivations of enterprises： 3.Commercial value to business in their community. 4.Increase competitive advantage. 5.Creation of business opportunities. The decision making process of nonprofit sports organization： 6.Initiate search for corporate sponsors. 7.Corporate sponsors public image. 8.Co-operation of corporate members on Cause-Related Marketing. 9.Evidence that Cause-Related Marketing is beneficial to business. The decision making process of enterprises： 10.Flexible options for corporate partners. 11.Decision making level only by managing and finance directors in enterprises. 12.Consideration of advantages for marketing development for corporate partners. 13. Opinions of corporate members, on Cause-Related Marketing, are influenced by corporate culture. The co-operative ways of nonprofit sports organization： 14.Presently the best ways of marketing are family sports games and festival sale. 15.To sign contracts protecting rights on Cause-Related Marketing. 16.Use of interviews to evaluate if Cause-Related Marketing is successful. 17.The main marketing direction seems to be family sports games and festival sales in the future. 18.There are different co-operative solutions based on styles and the objectives of marketing. The co-operative ways of enterprises： 19.Participants in family activities, can be introduced to business products. 20.Contracts to be signed by co-operative partners must reflect marketing plan for signing partners. 21.Use of accounting system and commercial value to evaluate if Cause-Related Marketing is successful. 22.Cause-Related Marketing is helpful to business image. 23.Win-Win-Win situation must be flexible. 24.Family sports games and festival sales seems to be the best choices by enterprises. 25.The primary donations are products of enterprises for gifts for participants. 26.Donations include mementos which have commercial value. This study based on the twenty six points covered, offer suggestions to both the children’s physical education committee and the co-operative enterprises, on the use of Cause-Related Marketing. The results of this study also offer useful insight to similar research on this subject matter for the future.