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.

这项研究描述了体育中非营利组织（NPO）之间筹款的方法和现状的概述。受调查的大多数运动NPO与私人公司没有合作。尽管有些与公司合作，但他们的合作水平并不那么高。根据奥斯汀的定义，它处于“慈善事业”的阶段，但尚未在“交易”和“整合”的阶段。日本的Sport NPO通常与地方政府保持着紧密的联系，这种负面影响与私人公司的发展产生了负面影响。在私人公司的发展中，NPO并没有尝试或将其与私人公司相关联，并没有将其与私人公司相关联。与NPO的合作合作。随着NPOS社会角色的重要性正在增加，NPO需要制定有效的公司营销策略。