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題名:全球行銷新典範--以跨國型企業贊助世界級運動賽會為例
書刊名:運動與遊憩研究
作者:葉錦樹程紹同 引用關係
作者(外文):Yeh, James Chin-shuCheng, Philip Shao-tung
出版日期:2015
卷期:9:3
頁次:頁1-17
主題關鍵詞:全球行銷策略運動贊助活化策略組合世界級運動賽會Global marketingSport sponsorshipActivation mixMega sport event
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:61
  • 點閱點閱:46
世界級運動賽會不僅能夠展現出運動無遠弗屆的影響力,更已成為跨國型企業執行全球行銷策略的重要商業平臺。跨國型企業執行全球行銷策略的成敗,則繫於完整且多元層級的贊助模式。本文之目的在於解析跨國型企業贊助世界級運動賽會的行銷策略及贊助模式。本文研究採文獻分析法,首先彙整相關資料作為論述依據,探討跨國型企業執行贊助時,不同層級間的差異點,以做為企業執行全球行銷策略的參考依據。具體言之,有效的全球行銷策略是需整合專業的贊助模式,並巧妙的運用活化策略組合(Activation Mix)概念,兩者得以發揮綜效。
The mega international sport events not only reflect the unlimited influence of sports but also become the important marketing plat forms for the well-known brands in the world. The complete and multi-dimension sponsorship strategy is critical to the success of global marketing. The purpose of this paper was to analyze the marketing strategies and sponsorship models which transnational enterprises applied in mega international sport events. In order to better understand how efficiently enterprises applied their marketing strategies, its sponsorship for mega international sport events was analyzed through related research outcome and data. The research result showed that the success of global marketing required the combination of professional sponsorship models and activation mix.
期刊論文
1.王枚(2007)。奧運後,企業如何營銷。世界經理人雜誌,36,15-30。  延伸查詢new window
2.江逸之(20080716)。壓抑百年的奮力翻轉--新北京 大躍進。天下雜誌,401,114-126+128-129。  延伸查詢new window
3.江增偉(2008)。2008 中國品牌發展報告。北京大學光華管理研究院研究,3,3-14。  延伸查詢new window
4.黃鳴(2010)。2009年中國20 家失意大公司。第一財經周刊,141,46-50。  延伸查詢new window
5.Bailey, D.(2006)。Ambush marketing--Identifying a legislative solution。Sports Law Administration & Practice,13(1),5-10。  new window
6.Chanavat, N.、Desbordes, M.(2014)。Towards the regulation and restriction of ambush marketing? The first truly social and digital mega sports event: Olympic Games, London 2012。International Journal of Sports Marketing and Sponsorship,15(3),151-160。  new window
7.Doug, A.(2014)。Samsung unveils Galaxy S5 smartphone。Time,183(7),10-12。  new window
8.Ding, L.、Chen, L.、Cai, H.(2014)。An Analysis of City Marketing of the Beijing Olympic Games。Research Quarterly For Exercise and Sport,85,97-98。  new window
9.Epstein, A.(2014)。The Olympics, Ambush Marketing and Sochi Media。Arizona State University Sports and Entertainment Law Journal,4(1),104-111。  new window
10.Gupta, V.、Wang, J.、Zhao, J.(2014)。Dynamics of Policy and Strategic Behavior: Study on Transnational Corporation Subsidiaries in China。Journal of Management,2(1),27-49。  new window
11.Leknes, H. M.、Carr, C.(2004)。Globalisation, international configurations and strategic implications: The case of retailing。Long Range Planning,37(1),29-49。  new window
12.Liu, D.、Broom, D.、Wilson, R.(2014)。Legacy of the Beijing Olympic Games: a non-host city perspective。European Sport Management Quarterly,8(5),1-18。  new window
13.Mack, R. W.(1999)。Event sponsorship: An exploratory study of small business objectives, practices, and perceptions。Journal of Small Business Management,37(3),25-30。  new window
14.Mo, C. H. E. N.(2014)。Study on the Strategy and Countermeasures of Chinese Private Enterprises Transnational Operation Development。International Business and Management,8(2),65-69。  new window
15.Myung, S. L.、Dennis, M. S.、David S.(1997)。Attitudinal constructs towards sponsorship: Scale development using three global sporting events。International Marketing Review,14(3),159-169。  new window
16.Pieters, R.、Warlop, L.、Wedel, M.(2002)。Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory。Management Science,48(6),765-781。  new window
17.Sandler, D. M.、Shani, D.(1993)。Sponsorship and the Olympic Games: The Consumer Perspective。Sport Marketing Quarterly,2(3),38-45。  new window
圖書
1.程紹同、許振明、陳增朋、洪煌佳、王凱立、呂宏進(2004)。運動賽會管理:理論與實務。臺北:揚智文化。new window  延伸查詢new window
2.程紹同(2011)。運動管理學導論。臺北市:華泰。  延伸查詢new window
3.程紹同(2001)。運動行銷商戰剖析:運動場行銷。臺北市:師大書苑。  延伸查詢new window
4.程紹同(2001)。第5促銷元素:運動贊助行銷新風潮。臺北:滾石文化。  延伸查詢new window
其他
1.朱國政(2007)。中國國航: 奧運航空, 直衝雲霄,http://finance.sina.com.cn/stock/e/20070518/16193607686.shtml。  延伸查詢new window
2.Ban Ki-moon(2008)。A world free of nuclear weapons would be a global public good of the highest order,http://www.un.org/zh/conf/npt/2010。  new window
3.Matt, T.,Holger, E.(2010)。Adidas' Big Money Defense Against Nike,http://www.businessweek.com/magazine/content/10_21/b4179022112034.htm。  new window
4.Miyoung, K.(20131127)。Samsung's marketing splurge doesn't always bring bang-for-buck,http://www.reuters.com/article/2013/11/27/us-samsung-marketing-idUSBRE9AQ18720131127。  new window
5.Zaclh, H.(2011)。Olympic Games injects cardiotonic into digital media's profit growth,http://olenerez.livejournal.com/68611.html。  new window
 
 
 
 
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