企業與運動代言人合作關係之研究-以中華職棒大聯盟球員為例

Abstract

摘 要 運動與企業之互動關係，從早期的捐助形式發展至今的運動贊助，「運動員」在其運動贊助領域所扮演的角色，有著一種無可抹滅的地位，尤以運動名人所代言之商品，可讓企業產品的銷售量快速增加，更見他們驚人的影響力，因此，以運動名人代言，儼然成為企業主要的行銷策略之一，但相對於國內運動代言風潮蓬勃發展，有關企業與運動代言人之間的研究卻著墨不多，有鑑於此，本研究嘗試以深度訪談的方式，以中華職棒大聯盟參與代言的球員與所代言的企業為研究對象，瞭解企業與運動代言人的合作模式，主要發現如下： 一、運動代言人代言實際情況 受訪的運動代言人多是中華職棒中生代的球員，且代言合約期限多為一年，並至少需出席一項以上的代言相關活動。 二、企業尋求運動代言人之動機與考量因素 受訪的企業多因搶搭棒球熱潮，以此為尋求運動代言人的動機；並在考量因素上，較重視運動代言人運動成績表現、形象、知名度、企業因素與消費因素。 三、運動員為企業代言之動機與考量因素 受訪運動員多認為能獲得企業青睞，以及球團母企業的要求，以此為企業代言的動機；在考量因素上，較重視提升個人知名度、喜愛代言產品或企業，提昇產品銷售量與增加曝光率。 四、企業為運動言人所做之行銷策略 多數訪企業皆是先與球團接洽，再由球團與球員聯繫代言事宜，在球員成為運動代言人後，受訪企業多會提供面對媒體與口語表達的簡單培訓，並且多將代言產品的消費群定為年輕族群，針對運動代言人規劃行銷活動，而所期望的代言成效，多是將提升銷售量列為主要代言成效之一。 五、運動代言人與代言企業的合作模式 受訪企業與運動代言人均滿意與對方的合作關係，且多數受訪企業與運動代言人均贊成未來有運動經紀人制度。Abstract

From early donating forms to the nowadays sports sponsorships, “athletes” play an irreplaceable role in the sports sponsorship field as far as the interactive relation between sports and business is concerned. The products, especially the ones endorsed by famous athletes, could not only increase rapidly the sales amount but also shows the great influence. As a result, taking the athlete as the endorsers seems to be the main selling strategy among the many selling ones. Compared with the prosperous development of the athlete endorser heat wave; however, the study on the relationship between business and the athlete endorser seems to be lacking. With this concern, the study applies deep interview, takes the baseball athletes’ endorsers and their endorsed business as the studying participants in the hope of understanding the cooperative relationship between the business and the athlete endorsers. The findings were as follow: 1. The authentic situation of the athlete endorsers: Most of the athlete endorsers were the middle-age-generation players in Chinese Professional Baseball League. Those players endorse for the business one year mostly and are asked to participate in, at least, one above endorsed activities. 2. The motivations and the reasons why the business seek for the athlete endorsers: Most of the interviewed business is motivated by the reasons of catching the heat wave of the baseball games events. The business put more emphasis on the sport performances, the images, celebrity, business factors and the consuming ones as the reasons. 3. The motivations and the reasons why the athlete endorser sought for the business: Most of the interviewed athletes think being sponsored by the business and reach to the demand of their original team business as their motives. They put more emphasis on personal celebrity, the favor of the endorsed products or business, the promotion of products sales and the exposure. 4. Business’ selling strategy for the athlete endorser: Most of the business contacts with the team first and the team corresponds to the players. After the players became the athlete endorsers, the business provides the basic training about how they face the media and verbal expression. The consuming groups for the endorsed products are set as the young generation. The endorsed effect expect mostly on promoting the selling amount. 5. The cooperative model between the athlete endorsers and the endorsed business: Both the interviewed business and the endorsed players satisfy the cooperative relation with each other. And both of them agree the sports agents system in the future.