申辦國際綜合運動賽會為我國現階段國家體育政策，2009年世界運動會在高雄市、2009年聽障奧運會於臺北市舉行，乃我國突破外交缺口的重要指標。本文旨在對過去高雄市申辦世大運失利原因加以檢討、修正，並提出未來再次申辦世大運時應用之策略，期許能奪得2011年世大運之主辦權，為我國建立國際良好形象，達到行銷臺灣的正面意義。

To apply to host international comprehensive sports games is a major national athletics policy of Taiwan. The 2009 World Games to be held in Kaohsiung and The 2009 Deaflympic Games to be held in Tapei are important indices to Tsiwan’s effort to break through diplomatic isolation. In this thesis, the reasons why Kaohsiung failed to win the right to host Universiad Games are examined and revised, and the strategy that Taiwan should apply when it bids to host Universiade Games in the futtre is put forth, with the hope of winning the right to host the 2011 Universiade Games so as to establish Taiwan’s positive image in the international community and to achieve the positive meaning of marketing Taiwan.