体育赞助需要活化——以三星赞助曼谷亚运会及悉尼奥运会为例

Sport Sponsorship Needs Activation——A Case Study of Samsungs Sponsorship in Bangkok Asia Games and Sydney Olympic Games

简要分析了体育赞助的兴起和发展,指出体育赞助效益的最大化取决于赞助活动策略应用。并以三星为例研究其在曼谷亚运会和悉尼奥运会中的活化活动,最后指出体育赞助者应围绕体育赞助效益的4个方面,开展赞助活化才能使体育赞助效益最大化。

This thesis analyses the development of Sports Sponsorship and points out that the maximum of the effect of sponsorship depends on the application of activation strategies. Through a case of Samsung sponsor Bangkok Asia Games and Sydney Olympic Games, it draws the conclusion that sport sponsors should activate the sponsorship so that they can achieve the maximum effects of Sport Sponsorship.