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This study aims to understand the motivation, key factors, and processes of corporate sponsorship of hallmark events. The objects of this study focuses on the two major event sponsers that participated in the World Games in Kaohsiung and Taipei Expo. Finally, the company Secom and B (requested anonymity) also helps in this research. Interviews will be used as the tool for this research method. The results obtained are as follows: First, the benefits of the corporate sponsors participating in the hallmark events include (1) easier access to the target market (2) enhancement, strengthening, or re-positioning of the brand image (3) enhancement of the image of social welfare (4) increase in the real benefits of stakeholders. Second, the factors for the corporate sponsors willing to participate in the hallmark events include: (1) Fit Sponsorship (2) perceived benefits (3) perceived costs. Third, the process for the corporate sponsors to participate in the hallmark events can be divided into: (1) the events requesting assistance from the corporate sponsors (2) the corporates suggesting the expected benefits (3) performing evaluation according to the current marketing objectives and Fit Sponsorship (4) decision-makers carrying out comparisons with accordance to reports and perceived cost in order to decide whether to sponsor the events (5) establishing a project group for strategic planning of the sponsorship. This study hopes to provide the above findings for the event organizers as references.
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