Corporate Marketing Strategies among Nonprofit Sports Organizations

非营利体育组织的企业营销策略

• 批准号: 15500427
• 负责人: NAKAZAWA Makoto
• 金额: $ 1.86万
• 依托单位: University of Tsukuba
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Scientific Research (C)
• 财政年份: 2003
• 资助国家: 日本
• 起止时间: 2003 至 2005
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/en/grant/KAKENHI-PROJECT-15500427/
• 关键词: Non-profit Sports Organization; Corporate Marketing; Sponsoring Company; Sports Sponsorship; スポーツスポンサーシップ

This research described an overview of the methods and current status of fund raising among non-profit organizations (NPO) in sports.Most sport NPOs surveyed were not in collaborative relations with private companies. Though some were working with companies, the level of their collaboration was not so high. Based on Austin's definition, it was on the stage of "philanthropy" but not yet on that of "transaction" and "integration".Sport NPOs in Japan usually hold strong ties with local governments, and this negatively affected developing relationships with private companies.In addition, NPOs did not try or have appropriate methods to appeal their values to society, and this restrained connecting themselves to private companies.In the future, along with increasing corporate social responsibility, companies are expected to expand their activities by collaboration work with NPOs. As the importance of NPOs social roles is increasing, NPOs need to develop effective corporate marketing strategy.

本研究概述了体育非营利组织（NPO）募款的方法和现状。大多数接受调查的体育非营利组织没有与私营公司建立合作关系。虽然有些人与公司合作，但他们的合作水平并不高。根据奥斯汀的定义，它处于“慈善”的舞台上，但还没有进入“交易”和“整合”的舞台。日本的体育非营利组织通常与地方政府关系密切，这对发展与私营公司的关系产生了负面影响。此外，非营利组织没有尝试或没有适当的方法向社会传达自己的价值观，这限制了他们与私营企业的联系。未来，随着企业社会责任的增加，企业有望通过与非营利组织的合作来扩大其活动范围。随着非营利组织社会角色的日益重要，非营利组织需要制定有效的企业营销策略。