| Summary: | 碩士 === 義守大學 === 管理學院碩士班 === 98 === After Los Angeles Olympics applied sponsorship policy successfully in 1984, the sponsorship of sporting event has become the most beloved marketing strategy. According to statistics, the amount of sponsorship events were more than 377 billion U.S. dollars in 2007 and over 60% of amount flowed to sport events. The baseball was the most popular sport in Taiwan; however, the national team suffered poor performance and exposed five-times match fixing cases. The bad news one after another, dramatically reduced the sponsored aspiration of enterprises for the Chinese Professional Baseball League (CPBL). Several studies about enterprises sponsorship focused on the marketing, such as brand identify, corporate image and consumer behavior. This study employed a case study method to explore types of sporting organization and individual sponsors. The sample was drawn from parent company of CPBL and star player. Due to the dynamic and complex process of enterprises sponsorship activity, the process was closely linked and the relation between cause and effect. Thus, this study employed the system dynamic of system thinking to explore the characteristic and structure of enterprises sponsorship in order to establish the system qualitative modeling about enterprises sponsorship.This study used interview and literature collection method found that professional baseball sponsorship affect from four key operating factors, including business owner interests, the reputation of baseball team, the experience of baseball players and government sports policy. From the overall causal feedback loop diagram found the willingness of enterprises sponsorship influenced enterprises interests, the income of the baseball team and tax incentives. In other words, if the enterprises sponsor baseball team, the parent company can improve sales performance of products in the market. In addition, coupled with the owner’ interest in baseball, the willingness of sponsorship level will be strengthened.
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