| Summary: | 碩士 === 國立體育學院 === 體育研究所 === 89 === ABSTRACT
The purpose of this study was to analyze the contents of Internet marketing mix strategies by the Sydney 2000 Olympic Games TOP Ⅳsponsors’ industry organizations. The subjects consisted of eleven TOP Ⅳ sponsors’ industry organizations which sponsored the Sydney 2000 Olympic Games. They were the Coca-Cola Company, IBM, John Hancock, Kodak, McDonald’s, Panasonic, Samsung, Sports Illustrated / Times, UPS, Visa, and Xerox. This study was conducted by analyzing the data contents presented by the subjects in the Internet pages especially designed for the Sydney 2000 Olympic Games by way of the “sponsor” hyperlink in the “Official Site of the Sydney Olympic Games”.
A content analysis was adopted in this study. The author developed a coding sheet(CR = .93) based on the 4P of marketing mix strategies by Kotler. In the Sydney 2000 Olympic Games, the data contents in the Internet pages offered by the TOP Ⅳsponsors’ industry organizations, after being coded according to their frequencies and percentages, were statistically analyzed. The findings were as follows:
1.There was 88.6% of the content concerning the Olympic competitions and relevant Olympic activities.
2.There was 37.9% of the content concerning non-Olympic competitions and activities.
3.There was 44.7% of the content concerning the “Product” strategy.
4.There was 8.8% of the content concerning the “Price” strategy.
5.There was 17.2% of the content concerning the “Place” strategy.
6.There was 21.8% of the content concerning the “Promotion” strategy.
From this study, We concluded that Internet marketing mix strategies for the Sydney 2000 Olympic Games TOP Ⅳindustry organizations did not exactly promote their own enterprises.
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