頁籤選單縮合
題 名 | 2012年倫敦奧運會對非官方贊助商之狙擊行銷行為因應策略=The Strategies Responding to Non-Official Sponsors' Ambush Marketing in London 2012 Olympics |
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作 者 | 謝振榮; 鍾菁菁; | 書刊名 | 大專體育 |
卷 期 | 121 2012.08[民101.08] |
頁 次 | 頁31-39 |
分類號 | 496.5 |
關鍵詞 | 官方贊助商; 保護贊助商; 倫敦奧委會; 2006殘奧會; Official sponsor; Protective sponsor; LOCOG; 2006 Paralympics Games; |
語 文 | 中文(Chinese) |
中文摘要 | 隨著舉辦奧運會支出成本的大幅增加,「贊助」在奧運會中扮演著舉足輕重的要角。如何透過策略性贊助以獲取大筆贊助金額,儼然成為國際奧林匹克委員會財務運作重點。英國在2005年承諾奧林匹克委員會將祭出奧運特別法以確保奧林匹克贊助商權益,成功獲得了申辦2012年倫敦奧運會舉辦權。為此,英國快速通過2006倫敦奧運會和殘障奧林匹克會法案,對於判處是否違反該法的廣告法規,根據商標權法之侵權罰則給予倫敦奧委會充分的行使權利與解釋權。倫敦奧委會更汲取了歷年奧運會狙擊行銷經驗,將於2012年採取一系列的反狙擊行銷策略,致力確保官方贊助商權益以符合國際奧委會之要求。 |
英文摘要 | Owing to the substantially increased expenditures for hosting the Olympics Games, sponsorship has played an important role in the funding of the event. How to obtain a huge amount of money successfully throughout strategic sponsorship has obviously become the priority finance task the IOC would operate. In 2005, the United Kingdom promised IOC that they would make special legislation to insure the sponsors' rights for sponsoring the Games. As a result, UK defeated other countries to gain the right for holding 2012 Summer Olympics. The United Kingdom consequently established 2006 LOCOG and prompted to pass Paralympics Game Act which grant LOCOG full exercise right and authority to judge if any advertisement is incompliant with the rules and penalize for any violations. Meanwhile, LOCOG has learned lots of experiences relating to ambush marketing from history. LOCOG will plan a series of strategies against ambush marketing this year and dedicate itself to ascertain the official sponsors' rights and meet the IOC's expectation. |
本系統中英文摘要資訊取自各篇刊載內容。