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題名 企業贊助專案之社會投資報酬效益分析─以菁華工業贊助臺北鯨華女子排球隊為例
Social Return on Investment Analysis of Corporate Sponsorship Projects: A Case Study of Kingwhale Taipei Volleyball Team sponsored by Kingwhale Corporation
作者 劉芳綺
Liou, Fang-Ci
貢獻者 別蓮蒂
劉芳綺
Liou, Fang-Ci
關鍵詞 社會投資報酬率
社會影響力評估
企業社會責任
運動贊助
日期 2024
上傳時間 3-Jun-2024 11:34:25 (UTC+8)
摘要 社會投資報酬率（Social Return on Investment, SROI）藉由接觸利害關係人並了解影響力的量化價值，以衡量和辨識企業社會責任作為對各個利害關係人的連鎖影響和改變，同時藉著檢視資源投入和產出成果之間的關係，幫助企業更有方向地推動企業社會責任作為。 菁華工業股份有限公司自2019年起贊助臺北鯨華女子排球隊，帶領球員參與企業甲級排球聯賽，提供多項培育資源，並藉由球隊品牌、社群媒體的經營，持續與球迷互動並累積球迷數。本研究在2022年9月至2023年8月期間，針對鯨華女排球員、球迷、贊助者菁華工業、鯨華女排營運團隊，並依循社會投資報酬率評估指南 (Nicholls et al., 2012) 所羅列的評估步驟，以SROI方法衡量菁華工業贊助鯨華女排的社會影響力，了解菁華工業和鯨華女排在球員培育以及球迷兩方面帶來的影響及價值。 在球員部分，聚焦於球員在球技體能、自身視野、職業生涯的成長和轉變，本研究以訪談及問卷了解球員的感受及其加入球隊後獲得的成果，共訪問7位球員、回收13份問卷，並在文中敘明計算過程及邏輯，計算社會投資報酬率為0.373元；另一部分則著重於球迷因認同鯨華女排而有的感受，以及鯨華女排球隊、球員對球迷的影響，共分析105份問卷，計算出社會投資報酬率為8.702元。整體而言，菁華工業贊助鯨華女排的社會投資報酬率為2.89元。 本研究的主要貢獻是提供質化的成果紀錄與量化的數據，以幫助菁華工業和鯨華女排掌握其社會影響力，並為未來與球員、球迷相關的經營決策提供有價值的參考依據；同時盤點研究過程中遇上的諸多限制並提出建議，包括球員的感受來自多方面的累積以致無法細緻拆分、如何將球員自身的努力納入考量、受影響球迷人數的估計等，以供未來的研究者更妥善地計算社會投資報酬率。
SROI is a methodology employed to quantify the social and non-financial benefits generated by corporate social responsibility (CSR) initiatives on various stakeholders. It facilitates stakeholder engagement to understand the value of these outcomes and enables companies to strategically align their CSR activities with tangible results. Consequently, SROI empowers businesses to refine their CSR programs for greater social impact. Kingwhale Corporation has sponsored Kingwhale Taipei Volleyball Team since 2019, providing resources and facilitating player participation in Top Volleyball League. Additionally, the corporation utilizes branding and social media to cultivate a dedicated fanbase for the team. Employing the SROI framework outlined by Nicholls et al. (2012), this research examines the social impact of Kingwhale Corporation's sponsorship from September 2022 to August 2023. The study focuses on four key stakeholders: players, fans, the sponsor (Kingwhale Corporation), and the Kingwhale Taipei Volleyball Team logistics team. The primary objective is to assess the sponsorship's impact on player development and fanbase growth. To evaluate the effects on players' skill enhancement, career goals, and personal development, the researchers conducted interviews with 7 team members and gathered responses from 13 players via questionnaires. The calculated SROI for the players’ aspect was NT$0.373. This research paper outlines the detailed methodology and justification for the SROI computations. Furthermore, a survey involving 105 fans examined their interaction with the Kingwhale Taipei Volleyball Team and the impact that both the team and its players had on them. This investigation yielded an SROI of $8.702 from fan engagement. Overall, the study estimated a SROI of $2.89 for Kingwhale Corporation's sponsorship of the Kingwhale Taipei Volleyball Team. This study offers a valuable contribution by providing both qualitative and quantitative data to inform Kingwhale Corporation and Taipei Volleyball Team about the social impact of their partnership. These findings can serve as a crucial reference point for future strategic decisions concerning player development and fan engagement initiatives. Furthermore, the research acknowledges and discusses methodological limitations encountered during data collection. These challenges include the difficulty in disaggregating players' feelings from various influences, incorporating player effort into calculations, and estimating the number of impacted fans. By acknowledging these complexities, the study provides valuable insights for future researchers aiming to calculate SROI more accurately in similar contexts.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363025
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363025
資料類型 thesis
dc.contributor.advisor 別蓮蒂zh_TW
dc.contributor.author (Authors) 劉芳綺zh_TW
dc.contributor.author (Authors) Liou, Fang-Cien_US
dc.creator (作者) 劉芳綺zh_TW
dc.creator (作者) Liou, Fang-Cien_US
dc.date (日期) 2024en_US
dc.date.accessioned 3-Jun-2024 11:34:25 (UTC+8)-
dc.date.available 3-Jun-2024 11:34:25 (UTC+8)-
dc.date.issued (上傳時間) 3-Jun-2024 11:34:25 (UTC+8)-
dc.identifier (Other Identifiers) G0111363025en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/151496-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 111363025zh_TW
dc.description.abstract (摘要) 社會投資報酬率（Social Return on Investment, SROI）藉由接觸利害關係人並了解影響力的量化價值，以衡量和辨識企業社會責任作為對各個利害關係人的連鎖影響和改變，同時藉著檢視資源投入和產出成果之間的關係，幫助企業更有方向地推動企業社會責任作為。 菁華工業股份有限公司自2019年起贊助臺北鯨華女子排球隊，帶領球員參與企業甲級排球聯賽，提供多項培育資源，並藉由球隊品牌、社群媒體的經營，持續與球迷互動並累積球迷數。本研究在2022年9月至2023年8月期間，針對鯨華女排球員、球迷、贊助者菁華工業、鯨華女排營運團隊，並依循社會投資報酬率評估指南 (Nicholls et al., 2012) 所羅列的評估步驟，以SROI方法衡量菁華工業贊助鯨華女排的社會影響力，了解菁華工業和鯨華女排在球員培育以及球迷兩方面帶來的影響及價值。 在球員部分，聚焦於球員在球技體能、自身視野、職業生涯的成長和轉變，本研究以訪談及問卷了解球員的感受及其加入球隊後獲得的成果，共訪問7位球員、回收13份問卷，並在文中敘明計算過程及邏輯，計算社會投資報酬率為0.373元；另一部分則著重於球迷因認同鯨華女排而有的感受，以及鯨華女排球隊、球員對球迷的影響，共分析105份問卷，計算出社會投資報酬率為8.702元。整體而言，菁華工業贊助鯨華女排的社會投資報酬率為2.89元。 本研究的主要貢獻是提供質化的成果紀錄與量化的數據，以幫助菁華工業和鯨華女排掌握其社會影響力，並為未來與球員、球迷相關的經營決策提供有價值的參考依據；同時盤點研究過程中遇上的諸多限制並提出建議，包括球員的感受來自多方面的累積以致無法細緻拆分、如何將球員自身的努力納入考量、受影響球迷人數的估計等，以供未來的研究者更妥善地計算社會投資報酬率。zh_TW
dc.description.abstract (摘要) SROI is a methodology employed to quantify the social and non-financial benefits generated by corporate social responsibility (CSR) initiatives on various stakeholders. It facilitates stakeholder engagement to understand the value of these outcomes and enables companies to strategically align their CSR activities with tangible results. Consequently, SROI empowers businesses to refine their CSR programs for greater social impact. Kingwhale Corporation has sponsored Kingwhale Taipei Volleyball Team since 2019, providing resources and facilitating player participation in Top Volleyball League. Additionally, the corporation utilizes branding and social media to cultivate a dedicated fanbase for the team. Employing the SROI framework outlined by Nicholls et al. (2012), this research examines the social impact of Kingwhale Corporation's sponsorship from September 2022 to August 2023. The study focuses on four key stakeholders: players, fans, the sponsor (Kingwhale Corporation), and the Kingwhale Taipei Volleyball Team logistics team. The primary objective is to assess the sponsorship's impact on player development and fanbase growth. To evaluate the effects on players' skill enhancement, career goals, and personal development, the researchers conducted interviews with 7 team members and gathered responses from 13 players via questionnaires. The calculated SROI for the players’ aspect was NT$0.373. This research paper outlines the detailed methodology and justification for the SROI computations. Furthermore, a survey involving 105 fans examined their interaction with the Kingwhale Taipei Volleyball Team and the impact that both the team and its players had on them. This investigation yielded an SROI of $8.702 from fan engagement. Overall, the study estimated a SROI of $2.89 for Kingwhale Corporation's sponsorship of the Kingwhale Taipei Volleyball Team. This study offers a valuable contribution by providing both qualitative and quantitative data to inform Kingwhale Corporation and Taipei Volleyball Team about the social impact of their partnership. These findings can serve as a crucial reference point for future strategic decisions concerning player development and fan engagement initiatives. Furthermore, the research acknowledges and discusses methodological limitations encountered during data collection. These challenges include the difficulty in disaggregating players' feelings from various influences, incorporating player effort into calculations, and estimating the number of impacted fans. By acknowledging these complexities, the study provides valuable insights for future researchers aiming to calculate SROI more accurately in similar contexts.en_US
dc.description.tableofcontents 第一章 緒論 1 第一節 研究動機 1 第二節 研究背景 3 一、 菁華工業介紹 3 二、 鯨華女排介紹 3 三、 企業甲級男女排球聯賽（TVL）介紹 5 第三節 研究主題範疇與研究對象 6 一、 球員 6 二、 球迷 7 第二章 文獻探討 8 第一節 企業社會責任 8 一、 企業社會責任概念的發展 8 二、 企業社會責任相關模型 9 三、 企業社會責任與企業策略的結合 13 第二節 球隊認同相關研究 18 一、 球隊認同的定義 18 二、 球隊認同帶來的影響 19 第三節 社會影響力 22 一、 社會影響力的定義 22 二、 社會影響力的衡量：社會投資報酬SROI 24 三、 企業贊助運動隊伍SROI計算案例 29 第三章 研究方法 32 第一節 研究前背景訪談 32 第二節 定義利害關係人 34 第三節 利害關係人接觸方式 38 一、 鯨華女排球員接觸方式：訪談與問卷 38 二、 鯨華女排球迷接觸方式：問卷 42 第四章 研究結果 44 第一節 鯨華女排球員 44 一、 描繪成果 44 二、 證明成果並賦予價值 48 三、 確認影響力 50 四、 計算SROI值 55 第二節 鯨華女排球迷 57 一、 描繪成果 57 二、 證明成果並賦予價值 60 三、 確認影響力 61 四、 計算SROI值 65 第三節 菁華工業贊助鯨華女排SROI值 66 一、 菁華工業之投入 66 二、 菁華工業贊助鯨華女排之影響力價值 66 三、 菁華工業贊助鯨華女排SROI計算結果 66 第五章 結論與建議 67 第一節 鯨華女排及中信兄弟棒球隊社會影響力結果差異分析 67 一、 中信兄弟棒球隊球員「提高專業競爭力、延長職業生涯」的成果較顯著 67 二、 中信兄弟棒球隊公開給薪獎勵制度帶來「提高專業競爭力」的成果 68 三、 中信兄弟棒球隊出現影響球隊士氣的負面效果 68 四、 鯨華女排球員在「國際化體驗」及「團隊合作與人際關係」的成果較顯著 68 第二節 研究結論與對菁華工業及鯨華女排之建議 70 一、 展現贊助成果並將球隊認同轉移至對贊助商的正面印象 70 二、 了解贊助對球員的影響以強化球員生涯規劃與價值感受 71 三、 了解鯨華女排對球迷的影響並應用於球隊營運 73 第三節 研究限制與未來研究建議 74 一、 球員感受來自多方因素不易區分且研究期間受限 74 二、 衡量球員的收穫時亦須將球員自身的努力納入考量 75 三、 問卷長度與答題品質的權衡 75 四、 計算成果時需考量個體差異的影響 76 五、 球迷在活動現場的填答狀況可能導致結果偏差 76 六、 球迷情感和心態的主觀感受難以精準地量化 76 七、 球迷人數的估算方式對成果計算的影響 77 參考文獻 78 中文參考文獻 78 英文參考文獻 79 附件 85 附件一 菁華工業及鯨華女排營運團隊訪談紀錄 85 附件二 鯨華女排球員訪談紀錄 87 附件三 鯨華女排球員問卷填答結果 94 附件四 鯨華女排球迷問卷填答結果 104zh_TW
dc.format.extent 6520861 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363025en_US
dc.subject (關鍵詞) 社會投資報酬率zh_TW
dc.subject (關鍵詞) 社會影響力評估zh_TW
dc.subject (關鍵詞) 企業社會責任zh_TW
dc.subject (關鍵詞) 運動贊助zh_TW
dc.title (題名) 企業贊助專案之社會投資報酬效益分析─以菁華工業贊助臺北鯨華女子排球隊為例zh_TW
dc.title (題名) Social Return on Investment Analysis of Corporate Sponsorship Projects: A Case Study of Kingwhale Taipei Volleyball Team sponsored by Kingwhale Corporationen_US
dc.type (資料類型) thesisen_US
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