Open AccessThe Winner's Events in the Bangkok Asian Games: The Sponsorship Analysis of Samsung Electronics
Author(s) -
Shao Tung Cheng
Publication year - 1999
Publication title -
asian journal of physical education and recreation
Language(s) - English
Resource type - Journals
ISSN - 2075-4604
DOI - 10.24112/ajper.51218
Subject(s) - advertising , asian games , electronics , business , marketing , engineering , electrical engineering
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。