The Winner's Events in the Bangkok Asian Games: The Sponsorship Analysis of Samsung Electronics

曼谷亞運之贏家活動: 三星電子贊助策略解析

Abstract

LANGUAGE NOTE | Document text in Chinese; abstract also in English.

The purpose of this paper is to analyze the successful sport sponsorship strategy applied by Samsung Electronics, the first official partner of the 13th Bangkok Asian Games, in 1998. By introducing the integration of sports and corporations, the win-win sponsorship can be discussed and learned by both parties for the long-term development in the next millennium.

本文目的旨在探討1998年第13屆曼谷亞運贊助商韓國三星電子集團之成功贊助策略。欲藉對運動與企業合作契機的認識，解析其雙贏互利的贊助關係，做爲彼此未來永續經營之參考借鏡。