本研究旨在瞭解三商企業公司掛名贊助2012三商企業公司贊助台灣名人賽暨第廿六屆三商杯高爾夫邀請賽之決策原則，並探討其所獲得之整體曝光效益。本研究以自編之「三商企業公司運動贊助訪談綱要」，對主要贊助商-三商美邦人壽保險股份有限公司進行訪談調查；並收集關於「2012三商企業公司贊助台灣名人賽暨第廿六屆三商杯高爾夫邀請賽」的平面媒體、電子網路媒體、新聞媒體報導有關本賽會的相關訊息，並依照研究目的進行資料整理，結果發現：一、主要贊助商-三商美邦人壽保險股份有限公司對於贊助運動之決策原則，持不方便提供資訊的態度，因此未能獲得訪談的機會，在此未能加以探討。二、三商企業公司運動贊助獲得之整體曝光效益：三商企業公司之名稱在平面媒體、電子網路媒體報導，共計有7家報導有關本賽會的相關訊息；在新聞媒體報導共計有2家新聞媒體報導有關本賽會的相關訊息，更於2012年9月29日起至9月30日止透過年代MUCH台進行現場直播本賽事。因此可得知三商企業公司之名稱在平面媒體、電子網路及新聞媒體的曝光效益顯著。

This research is for the purpose of understanding The Mercuries Corporation enrolls sponsor 2012 26th Mercuries Taiwan Master Invitation Golf Tournament make a strategic decision of principle, and discusses The Mercuries Corporation obtains the exposure benefit. The self-designed interview the main sponsor Mercuries Life Insurance of sports sponsorship of benefits from sports sponsorship were taken as study tools. And collects “2012 26th Mercuries Taiwan Master Invitation Golf Tournament ”the print media, the electronic media, the news media report this tournament related news, The results were as follows:The main sponsor Mercuries Life Insurance for make a strategic decision of principle holds inconvenient provides the information , therefore has not been able to discuss.： 1.The Mercuries Corporation sport sponsorship obtains the whole exposure benefit: 2.The Mercuries Corporation in the print media, the electronic media reported, total has 7 report the related this tournament news; In the news media reported total has 2 news media report related this tournament news, even in September 29, 2012 to September 30 through MUCH Television live broadcast of this tournament. Therefore The Mercuries & associates had remarkable exposure from print media, the electronic media, and the news media.