Page 38 - 銀行家雜誌第87期
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܆݂ࠦԫ








                     ༶ਗ຾᏶ਠዚ‘

                     ᒄԫᗎпᅼόʔᓙᔕอ




                     ږፄุ̙ྒྷ༊௴ிอᔝऎ





                      ΌଢΆุίᗎпږᕘ˕̈ٙϓڗଟ৷ཀᄿѓၾБቖ˕̈dࠠࠅ׌̙Ԉɓ౴f
                      ͦۃ˰ɽ༶ࠋப༶ਗᗎпੂБྠඟ͍ጐ฽ટᙃΆุd͵Ϟʔ፹ٙϓ؈f
                      അ٫੽਷̮຾᜕౤̈఻ࡈᝈᓃԶܠϽf
                                                                                                        撰文：陳成業




                     ࣬     ኽPlunkett Research（2016）ٙሜݟ                ਗᒄึၾΆุᕐ˙຾͟வᅵٙʹ౬ཀ೻ޫᐏ
                           ഐ؈d2015ϋΌଢ༶ਗପุପ࠽މ1
                                                                      ੻лूfΆุ౤Զ༶ਗᒄึᘪ௪ၾੂБཀ೻ʕ
                     Ί5,000ᄂߕʩd੽2005ϋՑ2016ϋಂග                         הცࠅٙ༟ږאഃ࠽ي༟（value in kind）d
                     яତܵᚃ˲ᖢ֛ٙϓڗdᜑͪΌଢ༶ਗପุʔ                             νପۜe؂ਕאҦஔi༶ਗᒄึۆ౤ԶΆุ
                     සਠዚᕼɽdһᘾўഹ̙ᝈٙϓڗਗঐf࣬ኽ                             ˸ɨ఻ᗳٙࣖूjପۜঐԈܓၾႩᗆٙᄣ̋
                     ༶ਗପุ೯࢝ૢԷ‘d༶ਗପุᄿعٙʱᗳ                             （increased visibility and awareness）e
                     ̙ʱމਞၾ༶ਗאᝈሧ༶ਗf຅˾΋ආ਷࢕ৰ                             ΆุҖ൥ٙ੶ʷ（image enhancement）e

                     əߧɢ׵౤ʺ਷͏ٙ༶ਗਞၾʘ̮d͵ጐ฽͡                             ପۜ༊͜אቖਯዚึٙҪ౥（product trial
                     ፬ɽۨ਷ყ༶ਗᒄึdԷνjෳ؍ʸд༶ਗึ                             or sales opportunities）eᓿ༾ዚึٙᐏ՟
                     €Olympic Gamese˰ޢްԑଢᒄ€FIFA                      （hospitality）dίவᅵٙʹ౬ᗫڷʘɨdᕐ˙
                     World Cupഃdৰəঐ࢝ତ਷࢕࿲ᘴe੭ਗ                         ΢՟הც͵ʝႆՉлf
                     ਷ʫਿᓾண݄ܔணഃڢ຾᏶ࠦٙࣖूʘ̮d͵                               1984ϋݾӄᐢෳ༶Ꮠމϓ̌዁Ъ༶ਗᗎпٙ
                     ಂܙঐ੽ᒄึੂБཀ೻ʕᐏ੻຾᏶ࣖूf຾᏶                             ഹΤԷɿd੽Ϥʘܝd༶ਗᗎпуϓމᘪ፬༶
                     ࣖूʕ௰̙ᝈٙϗɝԸ๕ʘɓуމΆุ࿁༶ਗ                             ਗᒄึٙࠠࠅϗɝԸ๕ʘɓf࣬ኽ਷ყԫ΁Б
                     ᒄึٙᗎпݺਗf                                         ቖණྠ（International Events Group, IEG）ٙ
                                                                      ᗎпజѓࣣ（sponsorship reports）dΌଢΆุ
                     ××Άุᗎп˕̈ϓڗ৷׵ᄿѓБቖ                                 ᗎпږᕘཫПਗ਼੽2016ϋٙ601ᄂߕʩᄣ̋Ց

                                                                      2017ϋٙ628ᄂߕʩdՉʕ̏ߕήਜ232ᄂߕ
                       ༶ਗᗎп（sport sponsorship）ɗ݊༶ਗᒄ                   ʩeᆄݲ167ᄂߕʩeԭ˄ήਜ157ᄂߕʩe
                     ึ（或運動組織）ၾΆุʘගɓ၇лूʹ౬                              ʕیߕݲ45ᄂߕʩʿՉ˼ήਜ27ᄂߕʩfΌଢ
                     ٙ΍͛ᗫڷ（symbiotic relationship）d༶                  Άุίᗎпږᕘ˕̈ٙϓڗଟ৷ཀᄿѓၾБቖ˕





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