本研究的主要目的在瞭解中華汽車盃國際體操邀請賽的贊助管理模式，並藉由文獻探討、文件分析、以及深度訪談等方式探討其實際之贊助情形，以建立確實可用且適合我國參考使用之本土性運動賽會贊助管理模式。本研究之主要結論如下：
一：中華汽車盃國際體操邀請賽基本上發源於選手比賽的需求、提供選手吸取他國選手長處的機會、以及推展體操運動的考量。從1992年開始至今已邁入第十年，未來雙方將致力於提昇比賽的品質、提供合乎國際競技體操比賽之場地與器材、以及創新比賽模式。
二：中華汽車公司與中華臺北體操協會在中華汽車盃國際體操邀請賽中的贊助關係，在第一年較偏向於捐助的行為，從第四年起逐漸轉向贊助的關係，然在第九年時則似乎有跳脫運動贊助夥伴關係的意味，轉而有主僱關係的意味。
三、大型賽會的運動贊助尋求應盡可能提早進行，在管理程序上則為：分析自身賽會特色→尋找並分析潛在贊助商→鎖定特定贊助商→分析贊助商需求→擬訂贊助企劃書→郵寄或以專人送達→電話探詢並約定時間→進行簡報→人員洽談與協商→贊助決策→簽訂贊助契約→執行贊助→評估與修正贊助策略。
四、我國運動賽會之主辦單位，未來在運動賽會贊助管理時，可依下列流程來進行：(一)運動賽會分析；(二)贊助企業分析；(三)運動贊助組合策略分析；(四)贊助締結；(五)行銷贊助組合策略實施、評估；(六)贊助策略修正。

The main purpose of research in this article is to understand the model of sponsor management at “China Motor International Gymnastic Cup”, therefore through several methods to learn reality at sponsorship. Such as discuss about authoritative publisher, analyze gathered information, contact in person and so on, according to the source which gotten above to built proper and suitable indigenous sports event sponsor management. The conclusion as follow:
1. Basically, it was because of request from try out for athletes, also an opportunity to learn other’s advantage and consider gymnastic as promotion to “China Motor International Gymnastic Cup”. It has been 10 years since it started in 1992. Hopefully, it would upgrading the quality of competition supplying the playground and equipment that fit for international game. And creating new demonstrable model in the near future.
2. The sponsor relationship between China Motor Corporation and Chinese Taipei Gymnastic Association in China Motor International Gymnastic Cup, it was kind of in donate behavior first year, gradually it turned more like sponsor characteristic from fourth year and at ninth year it started to take change of games during sport event.
3. The seeking of sport sponsor in big sport event should be proceeding as soon as possible, the procedure management would be as below:
(1). To analyze the main character of event.
(2). To search and analyze latent sponsor.
(3). To configure specific sponsor.
(4). To analyze the need of sponsor.
(5). To draw sponsor proposal.
(6). To mail it or deliver in person.
(7). To inquire about needing and make an appointment.
(8). To go for briefing.
(9). To discuss or consult it together.
(10). To support decision.
(11). To sign the contract.
(12). To carry out sponsor.
(13). To estimate and correct the strategy.
4.. The sponsor management of sports meeting game in future for sponsor in our country’s sport event may follow the process below:
(1). Sport event analysis.
(2). Sponsorship analysis.
(3). Combination of sport sponsor’s strategy analysis.
(4). Sponsor connection.
(5). The strategy for sponsor to effect sales in putting into estimation and operation.
(6). Correcting sponsor strategy.

王文科(民80)：教育研究法。台北：五南圖書公司。
余朝權(民82)：行銷管理。台北：桂冠圖書公司。
吳芝儀、李奉儒譯(民87)：質的評鑑與研究。台北：桂冠圖書公司。
林振雄(民81)：國內職棒球團與其企業間互動關係之研究。東海大學企業管理研究所之碩士論文(未出版)。
林雅婷(民87)：企業之社會行銷與企業形象關聯性之研究—以金車企業為例。中國文化大學新聞研究所碩士論文。
周振雄(民86)：中華民國大專運動會運動贊助之研究。台灣師大碩士論文(未出版)。
施致平(民89)：媒體與運動商業化互動關係之研究。體育學報，28輯，頁87-100。
高彩如(民84)：消費者對行銷傳播訊息的認同程度與自我概念之關聯性研究—以CORONA和LANCER汽車為例。中國文化大學新聞研究所碩士論文。
高清愿、趙虹(民90)：總裁一番Talk—世事、世態與事業。台北：商訊文化。
黃瑞琴(民86)：質的教育研究方法。台北：心理出版社。
康永華(民80)：企業公益形象與消費者行為之研究。國立交通大學管理科學研究所碩士論文(未出版)。
程紹同(民87)：運動贊助策略學。台北：漢文書局。
程紹同(民88)：第五促銷元素-跨世紀百億美元的贊助理念解析。廣告雜誌，October，1999。
程紹同(民89)：運動場館營運之贊助策略：命名權之新趨勢。TASSM八十九年運動場館經營管理研習會講稿。
陳志劍(民83)：推薦式廣告與比較性廣告效果之研究。淡江大學國際企業學研究所碩士論文。
陳嫣如(民82)：從企業公益贊助探討社會福利機構可行的勸募策略。私立東海大學社會工作研究所碩士論文(未出版)。
張川鈴(民87)：大學體育學系行政人員組織內部溝通之研究。國立台灣師範大學體育研究所碩士論文。
張金鳳(民86)：社會行銷公益活動之傳播效果個案研究—以台北地區大學生對1996「把愛找回來」公益活動之認知、態度、行為為例。中國文化大學新聞研究所碩士論文。
楊久塋(民83)：報社甄選記者過程之研究。中國文化大學新聞研究所碩士論文
楊紀瑜(民87)：企業贊助高中女子籃球隊之研究。國立體育學院碩士論文。
廖清海(民85)：台灣報紙職業棒球新聞報導內容分析之研究。國立台灣師範大學體育研究所碩士論文(未出版)。
潘建國(民87)：職業運動組織媒體公共關係之研究—以中華、台灣兩職棒聯盟為例。世新大學傳播研究所碩士論文(未出版)。
蔣宜龍(民88)：企業贊助運動賽會效益之研究。國立體育學院體育研究所碩士論文。
劉念寧(民79)：大型企業贊助公益活動之研究。國立台灣大學商學研究所之碩士論文。
鄭惠文(民81)：企業贊助公益活動與企業形象之研究。國立中興大學企業管理研究所碩士論文。
盧焰章(民82)：臺灣地區大型企業對運動贊助之研究。國立體育學院體育研究所之碩士論文。
韓大衛(民84)：企業贊助大專院校運動代表隊之動機、學生對企業贊助認知及贊助效果研究。國立體育學院體育研究所之碩士論文。
戴愛坪(民85)：從廣告涉入比較國際廣告效果之研究。淡江大學國際企業學研究所碩士論文。
蕭嘉惠(民84a)：運動組織與企業組織經理人對運動贊助考量因素之比較研究。國立台灣師範大學體育研究所碩士論文。
蕭嘉惠(民84b)：發展成功的運動贊助計畫。中華體育季刊，32期，117-124頁。
蕭嘉惠(民84c)：運動贊助的重要性及其尋求途徑之探討。國民體育季刊，105期，104-111頁。
蕭嘉惠(民88)：花蓮師院運動代表隊對第廿九屆大專運動會贊助效果之認同情形分析。國立花蓮師範學院學報，9期，153-176頁。
Amis, J., Pant, N., & Slack, T., (1997). Achieving a sustainable competitive advantage: a resource-based view of sport sponsorship. Journal of Sport Management, 11, pp.80-96.
Arthur, D., Scott, D., & Woods, T., (1997). A conceptual model of the corporate of sport sponsorship acquisition. Journal of Sport Management, 11, pp.223-233.
Arthur, D., Scott, D., & Woods, T., & Booker, R., (1998). Sport sponsorship should…A process model for the effective implementation and management of sport Sponsorship programmes. Sport Marketing Quarterly, 7(4), pp. 49-60.
Asimakopoulos, D. K. (1993). Sport marketing and sponsoring:The experience of Greece. Sport Marketing Quarterly, 2(3), 44-48.
Barnard, C. I. (1968). The function of the executive. Cambridge, Massachusetts: Harverd University Press.
Benson, T. M. (1999). The effect of exposure, involvement and sponsorship types on spectator recognition and attitude. Unpublished Master’s Thesis. University of Nevada, Las Vegas.
Berrett, T., & Slack, T., (1999). An analysis of the influence of competitive and institutional pressures on corporate sponsorship decisions. Journal of Sport Management, 13, 114-138.
Brown, S. C., Sutton, W. A., & Duff, G., (1993). The event pyramid: an effective management strategy. Sport Marketing Quarterly, 2(4), pp.29-35.
Brown, G. (2000). Emerging issues in Olympic Sponsorship：implications for host cities. Sport Management Review, 3,71-92.
Copeland, R. P., (1991). Sport sponsorship in Canada: a study of exchange between corporate sponsors and sport groups. Unpublished Master’s Thesis. University of Waterloo, Waterloo, Ontario, Canada.
Copeland, R., Frisby, W., & McCarville, R., (1996). Understanding the sport sponsorship process from a corporate perspective. Journal of Sport Management, 10, pp.32-48.
Cornwell, T. B. (1995). Sponsorship-Linked Marketing Development. Sport Marketing Quarterly, 4(4). pp.13-24.
Cuneen, J. & Hannan, M. (1993). Intermediate measures and recognition testing of sponsorship advertising at an LPGA touranment. Sport Marketing Quarterly, 2(1), 47-56.
Danylchuk, K. E. (2000). Tobacco sponsorship: spectator perceptions at an LPGA Event. Sport Marketing Quarterly, 9(2), pp.103-111.
Dixon, D. (1993). How an event on foreign soil is setting the trend for the future of big event sponsorship. Sport Marketing Quarterly, 2(2), pp.13-16.
Furst, A. (1994) A case study of how one company uses sport sponsorship to reach a female audience. Sport Marketing Quarterly, 3(2), pp.35-45.
Greenwald, L., & Fernãndez-Balboa, J., (1998). Trends in the sport marketing industry and in the demographics of the United States: Their effect on the strategic role of grassroots sport sponsorship in corporate America. Sport Marketing Quarterly, 7(4), pp.35-47.
Harshaw, C. E., & Turner, E. T. (1999). Assessing the recognition of perimeter advertising signage by television viewers of NASCAR Winston Cup Events. Sport Marketing Quarterly, 8(4), pp. 35-41.
Howard, D. R., & Crompton, J. L. (1995). Financing Sport. Morgantown, WV: Fitness Information Technology.
Hsiao, C. H., (1998). The confusion of sport sponsorship between commercialism and commercialization. Asian Conference of Sport Science and Physical Education.
IOC Marketing Department (1994). Lillehammer Olympic Winter Games. Issue NO. 3 Lausanne, Switzerland. DC:Auther.
Irwin, R. L., & Asimakopoulos, M. K. (1992). An approach to the evaluation and sponsorship proposals. Sport Marketing Quarterly, 1(2), pp.43-51.
Ishikawa, S., Stotlar, D. K., & Walker, W. L. (1996). Olympic Games marketing in Japan. Sport Marketing Quarterly, 5(4), 17-25.
Kinney, L., & McDaniel, S. R. (1996). Strategic implication of attitude-toward-the-ad in leveraging event. Journal of Sport Management, 10(3), 250-261.
Kropp, F., Lavack, A., Holden, S., & Dalakas, V., (1999). Attitudes toward beer and tobacco sports sponsorships. Sport Marketing Quarterly, 8(3), pp.49-58.
Kuzma, J. R., (1990). An investigation into the role of events marketing in corporate strategy. University Microfilms International, 910 1326, Ann Arbor, MI.
Kuzma, J. R., Shanklin, W. L., & McCally, J. F. (1993). Number one principle for sporting events seeking corporate sponsors: Meet benefactor's objectives. Sport Marketing Quarterly, 2(3), pp.27-32.
Kuzma, J. & Shanklin, W. (1994). Corporate sponsorship : A framework for analysis, in P. G. Code(Ed.), Sport business operational and theoretical aspects. (pp. 82-87). Dubuque, IA: Wm. C. Brown Communications.
Lehr, R. E., (1994). Sports marketing: school should consider all factors before enlisting corporate support. Interscholastic Athletic Administration, 20(3), pp.12-13.
Ludwig, S., & Karabetsos, J., (1999). Objective and evaluation processes utilized by sponsors of the 1996 Olympic Games. Sport Marketing Quarterly, 8(1), pp.11-19.
Martin, J. H. (1994). Using a perceptual map of the consumer's sport schema to help make sponsorship decisions. Sport Marketing Quarterly, 3(3), 27-33.
McCarville, R. E., & Copeland, R. P., (1994). Understanding sport sponsorship through exchange theory. Journal of Sport Management, 8, 102-114.
McCarville, R. E., & Flood, C. M., & Froats, T. A., (1998). The effectiveness of selected promotions of spectators’ assessments of a nonprofit sporting event sponsors. Journal of Sport Management, 12, pp.51-62.
Milne, G. R., & McDonald, M. A. (1999). Sport marketing. London: Jones and Bartlett Publishers International.
Murphy, L. (1986). The controversy behind event marketing. Sales and Marketing Management, 10, 54-56.
Pitts, B., (1998). An analysis of sponsorship recall during Gay Game IV. Sport Marketing Quarterly, 7(4), pp.11-18.
Pitts, B., & Stotlar, D. (1996). Fundamental of Sport Marketing. Morgantown, WV: Fitness Information Technology.
Pope, N. K., & Voges, K. E. (1994). Sponsorship evaluation : Does it match the motive and the mechanism ? Sport Marketing Quarterly, 3(4). pp.37-45.
Pope, N. K., & Voges, K. E. (2000). The impact of sport sponsorship activities, corporate image, and prior use on consumer purchase intention. Sport Marketing Quarterly, 9(2). pp.96-102
Sandler, D. M., & Shani, D. (1989). Olympic sponsorship vs 'ambush' marketing: Who gets the gold ? Journal of Advertising Research, 11(August/September), 9-14.
Sandler, D. M., & Shani, D. (1993). Sponsorship and the Olympic Game : The consumer perspective. Sport Marketing Quarterly, 2(3), pp.38-44.
Sawyer, L. L. (1997). Factors which influence corporations to discontinue sport sponsorship agreements. Unpublished Doctoral Dissertation. University of Northern Colorado.
Shanklin, W. L., & Kuzma, J. R., (1992). Buying that sporting image. Marketing Management, spring, pp.59-67.
Shelton, C. (1991). Funding strategies for women’s sports. Journal of Physical Education, Recreation & Dance, 62(3), 51-54.
Shilbury, D., & Berriman, M. (1996). Sponsorship awareness: a study of St.kilda football club supporters. Sport Marketing Quarterly, 5(1), 27-33.
Singh, S. N., Rothschild, M. L., & Churchill, G. A. (1988). Recognition versus recall as measures of television commercial forgetting. Journal of Marketing Research, February, pp. 72-80.
Solomon, M. (1996). Consumer behavior. Englewood Cliffs, NJ: Prentice Hall.
Stotlar, D. K. (1993). Successful sport marketing. Dubuque, IA : Wm. C. Brown Communications.
Thwaites, D., & Carruthers, A., (1998). Practical applications of sponsorship theory: empirical evidence from English club rugby. Journal of Sport Management, 12, pp.203-219.
Toohey, K., & Veal, A. J., (2000). The Olympic games: A social science perspective. New York: CABI Publishing.
Turco, D. M. (1994). Event sponsorship: Effect on consumer brand loyalty and consumption. Sport Marketing Quarterly, 3(3), pp.35-38.
Turco, D. M. (1999). The state of tobacco sponsorship in sport. Sport Marketing Quarterly, 8(1), pp.35-38.
Wang, p., & Irwin, R. L. (1993). An assessment of economic impact techniques for small sporting event. Sport Marketing Quarterly, 2(3), 33-37.