| Summary: | 碩士 === 臺北市立大學 === 休閒運動管理學系碩士在職專班 === 105 === This study focuses on enterprises’ strategies for participating in sports sponsorship and fulfilling their social responsibilities. With four local major finance holding companies that have long participated in sports sponsorship and addressed corporate social responsibilities as the objectives of qualitative research, the author penetrates into the enterprises’ motives, decision-making models and benefit evaluation for sports sponsorship, as well as their approaches to social responsibilities through in-depth interview. According to the four interviewed financial enterprises, including Fubon Financial, CTBC Bank, Taiwan Cooperative Bank, and Cathay United Bank, this research mainly explores three aspects, covering the motives and decisions of corporate sponsorship to sports, the impact of sponsorship benefit on enterprises, and the strategic relation between corporate social responsibility and sports sponsorship. Research results find that the enterprises carefully select partners via strict internal evaluation procedures and strategically manage sports sponsorship and social responsibility to convey the marketing messages to target groups under the circumstances of less business pressure. In conclusion, when choosing the objectives of sports sponsorship and social engagement, enterprises should not only consider the expected benefit, but also refer to present state of society and demand of the public, to optimize resources for utmost benefit.
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