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步入千禧年的时候,国际奥委会主席萨马兰奇曾这样表示:“运动是人类在本世纪发展中最重要的社会现象之一,不只存在于地球的每个角落,而且深入人类日常生活中,它的影响力将会延伸至新的纪元……”萨马兰奇亦认为,运动就如同今日的企业,在跨越二十一世纪后,已加速全球化、国际化及趋向多国性经营。很多企业已渐渐意识到这一全球行销新趋势,纷纷透过运动赞助,力求更多竞争优势。
When entering the new millennium, Ilama Samaranch, president of the International Olympic Committee, once said: “The movement is one of the most important social phenomena in the development of mankind in this century. It exists not only in every corner of the earth, but also in-depth human beings In everyday life, its influence will be extended to a new era. ”Samaranch also believes that the movement is like today’s enterprises. After they have crossed the 21st century, they have accelerated globalization, internationalization and the trend toward multinationals Sex management. Many companies have come to realize that this new trend of global marketing, through sports sponsorship, and strive to more competitive advantage.