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1.
企业投资中国体育赞助以建立品牌价值问题分析 总被引：1，自引：0，他引：1
在我国2008年奥运会的带动下,体育赞助在中国发展迅速。但由于赞助在中国刚刚起步,虽然潜在的商机巨大,但面临的问题也很多。本文在介绍国外体育赞助对品牌价值的影响理论的同时,着重探讨中外企业投资中国体育赞助面临的运做方面的问题。本文报告笔者对投资中国体育赞助的11家中外企业赞助商的调查结果,在比较研究中外企业在获得赞助回报方法上的差异同时,分析赞助商权益得不到保障的原因。最后对想要投资中国体育赞助的企业提出建设性的意见。 相似文献
2.
冷迎辉 《体育科技文献通报》2005,13(11)
赞助是一种由赞助者和被赞助者之间以支持和回报的“等价交换”为中心的,平等合作、共同获益的营销沟通手段。体育赞助是以体育为赞助对象的赞助。赞助不同于捐赠,赞助以“共同获益”为前提。体育赞助是要求有回报的。赞助商为体育付出金钱、物品或技术服务等,目的是利用体育的号召力,提升自身品牌的知名度,提高销售量、市场占有率或控制对手。体育赞助是一种投资,赞助商以体育为投资的平台。既然是投资,就有风险。据统计,赞助1996年亚特兰大奥运会的200多个企业中,大约只有25%的企业得到回报,有些企业只得到一些短期效益,有些企业甚至血本… 相似文献
3.
曹涛 《中国体育(中英文版)》2009,(10):88-93
赞助体育赛事者看似豪气十足，一抛万金，背后又该遵循怎样的原则和规律？然而用国际成熟的体育赞助战略与策略衡量，中国企业在国内外的体育资源利用上，在诉求目标和营销环境上，还只能用“蹒跚学步”来形容。 相似文献
4.
体育赞助的作用与我国体育赞助的发展对策 总被引：4，自引：3，他引：1
刘凯 《体育成人教育学刊》2005,21(4):11-12
为了促进我国体育赞助的发展，要规范体育赞助市场，维护赞助商权益。赞助商要合理定位企业的体育赞助行为，整合营销观念，树立体育赞助的品牌效应。同时应健全体育中介机构，培育体育经纪人队伍，理顺体育与媒体的关系，重视体育赞助的评估。 相似文献
5.
体育公益赞助与体育事业发展 总被引：1，自引：0，他引：1
体育公益赞助是建立在一定的社会经济基础之上，并以一定的社会公德意识为前提的。从概念上说，公益赞助一般是指个人、企业、社会团体等以有利于整个人类社会生存发展为广泛目标，按照一定的社会的公益行为标准，为社会所做的一切贡献活动。而体育公益赞助就是个人、企业、社会团体等以发展社会体育事业为目标，不含有任何经济目的，为社会所做的一切奉献活动。一、关于我国的体育公益赞助的现状改革开放以后，随着经济发展和人们生活水平的提高，我国的体育公益赞助发生了翻天覆地的变化，进入了与国外经济发达国家同步发展时期。１．政府… 相似文献
6.
参考国外企业针对员工赞助的案例，以社会认同理论为视角，运用内群体理论和自尊假设分别分析体育赞助对企业员工的影响，认为在体育赞助机制作用下，员工与企业会在身份上出现重叠，企业利用这种身份重叠与员工结成利益共同体；体育赞助在企业管理中起到“管理面具”的作用，把企业的价值观和文化传递给员工，潜在地把企业与员工紧密联系起来。 相似文献
7.
《西安体育学院学报》2017,(2):195-198
长期以来,理论层面上"体育赞助""体育营销"以及"体育赞助营销"等概念含混不清,实践中宣传引导也有偏颇,不少企业因营销管理观念和行为上的误解而在体育赞助之后血本无归。研究认为:体育营销包括"体育组织体育营销"和"企业组织体育营销"两个相互关联又截然不同的概念,两者在营销内容、目标方面有着根本区别;"体育赞助"是企业最欢迎、应用最广泛的体育营销形式,企业通过体育赞助获得的只是一种现实权利与机会利益;"体育赞助营销"是"体育赞助"的延伸和升华,有效的营销与推广是赞助的致胜之本,赞助商必须充分利用这种现实权利进行广泛的营销推广活动,实现与消费者的有效沟通,才有可能把这种机会利益变成实际利益。 相似文献
8.
我国体育赞助商所面临的若干问题与对策研究 总被引：6，自引：0，他引：6
目前，我国体育赞助商面临如下问题：不成熟的体育赞助市场限制了我国体育赞助商的投资热情；体育赞助商面对薄弱的体育赞助体系感到无奈；体育赞助商对赞助对象的选择充满困惑；过于追求短期效益，体育赞助短期性行为太强；体育赞助缺少“组合拳”；体育赞助策略的模式实施缺少想象和创新，这些均是困扰我国体育赞助商能否沿着规范化、专业化健康发展的直接因素，并据此对其提出相应的对策。 相似文献
9.
体育赞助已经发展成为企业行之有效的营销工具,并且其产业规模仍在增长,随着投资的增加,企业开始关注体育赞助的效果评估。运用文献资料法等对体育赞助的目标进行分析,并从企业赞助信息传播的角度建构体育赞助效果评估的理论架构。此理论架构以三方面的体育赞助目标,即认知目标、形象目标以及关联目标为指导,并从信息传播的角度区分出五个评价指标,即曝光、感知、鉴别、态度和行动。以五个评价指标为依据,从理论层面对体育赞助效果评估的重点进行了探讨。 相似文献
10.
我国体育赞助市场若干问题与对策的研究 总被引：9，自引：0，他引：9
目前，我国体育赞助市场存在如下问题：体育赞助商队伍不稳定，短期效应现象比比皆是，而且有增无减；国内企业多无专门负责体育赞助活动事宜的管理公司，沟通无专门人员操作；体育赞助是慈善活动，不能进入企业产品成本；体育部门对运动项目、赛事的开发推广不力：体育经纪人方面的人才匮乏：商家缺乏现代体育赞助的观念和赞助的营销策略等，这些均是困扰我国体育赞助市场能否沿着规范化、专业化健康发展的直接因素，并据此对其提出相应的对策。 相似文献
11.
Commercial gambling providers (CGPs) have recently intensified the promotion of their products and services through sport sponsorship. Consequently, gambling products and services now gain substantial exposure to large audiences via media broadcasts of sport. Due to the mainstream appeal of some sports, television audiences and fan-bases can include youth, at-risk and problem gamblers, who may be prompted to gamble, or to increase their gambling, by the direct marketing, alignment of gambling with a ‘healthy’ activity and increased normalisation of gambling. Therefore, sport sponsorship by CGPs promotes a potentially risky behaviour and may exacerbate the public health issue of problem gambling. Regulatory measures have been implemented by governments and private organisations in relation to sport sponsorship by tobacco companies in recognition of the potential harmful impacts of this form of marketing. Subsequently, the involvement of ‘unhealthy products’ including alcohol, junk food and gambling in sport sponsorship has been publicly questioned. This may lead to further regulatory changes that would directly affect the management of sport organisations. Few studies have examined these issues and there is little knowledge of the impacts that sport sponsorship arrangements have on society. Research is needed to inform prudent decision-making about the appropriate regulation of sport sponsorship. This paper reviews the current gambling sport sponsorship landscape and proposes a conceptual framework aimed at facilitating a systematic, interdisciplinary research agenda for examining corporate social responsibility issues pertinent to the sponsorship of sport by CGPs. 相似文献
12.
《Sport Management Review》2020,23(5):838-851
Sponsorship plays a critical role in the delivery of major sport events. To date, the majority of sponsorship research has focused on the sponsors’ perspective or consumer responses. Drawing upon brand alliance literature and relationship marketing theory, this paper discusses learnings from the management of sponsor-sponsee relationships at a major sport event. We provide insights from the sponsee (i.e., the event) perspective: this is intended to further our understanding of relationship management in the context of event sponsorship, as well as providing practical information for both event industry and sport industry practitioners. This case study produced three main findings in terms of relational effectiveness: clear and compatible strategy, development of positive inter-organisational culture and inter-personal relationships, and stability. Each of these attributes are key to successful and effective sponsorship management. 相似文献
13.
周涛 《体育科技文献通报》2007,15(10):18-20
体育赞助作为一种新的高效率的促销手段，成为各大企业争相运用的法宝。而在当前的企业竞争中，品牌竞争已成为其中的焦点，品牌战略是企业得以生存发展的核心。本文主要论述了体育赞助与企业品牌战略发展过程中的相互关系和作用。 相似文献
14.
中国体育体制改革的逻辑基点与价值取向 总被引：5，自引：0，他引：5
北京奥运会以后,中国体育发展的战略指针是由体育大国向体育强国迈进,基本要求是坚持和完善举国体制。在后奥运、后金融危机、大部制改革、和谐社会与小康社会建设、转变经济发展方式、借鉴国外体育管理体制等背景下,中国体育的发展需要将更多的精力用于梳理和认识当前面临的主要矛盾,寻求中国体育体制改革的逻辑基点,确立新时期中国体育发展的价值取向。当前中国体育体制改革的逻辑基点主要体现在:维护和保障大众体育权利,这是当前建设"责任政府"的必然要求在体育领域的反映;顺应和满足社会体育需求,这是新时期"有限政府"理论与实践对于我国体育工作的现实要求;评估和提升体育发展效益,这是当前我国建设"有效政府"的理念对于体育体制改革的基本要求。我国竞技体育的价值取向可以从体育与综合实力、竞争力、软实力、文化力、外交力等的关系范畴来思考;我国群众体育的价值取向可以从体育与基本人权、平等权利、生活质量、国民健康、国家财富等的关系范畴来思考;我国体育产业的价值取向可以从反垄断制度、资源配置的市场机制、法人治理结构以及政企关系、官办关系、培植体育文化力度等角度来思考。 相似文献
15.
《Sport Management Review》2020,23(2):183-199
Elite sport provides an exciting and dynamic emotional experience for spectators. Social marketers using sport sponsorship to promote health messages are yet to consider the impact of the temporal emotional sporting context in which health messages are promoted. The authors provide a critical review of the evidence for the influence of emotion on behavior and seek to elucidate the implications for health sponsorship in sport. Articles were identified via electronic database searches and returned-article references, with thirty-three suitable articles included. Drawing on evidence from sport sponsorship, social marketing, advertising, and cause-related marketing, the review highlights few studies have investigated emotion, health communication, and behavior in a sport sponsorship context. The findings indicate that positive (e.g. happiness, compassion) and negative (e.g. fear, guilt) emotions influence intentions and behaviors with the interaction of message framing important when delivering social marketing messages. A conceptual model presents how emotions may influence behavioral health sponsorship outcomes and provides areas of future research to develop best policy and practice when delivering health sponsorship in a sporting context. 相似文献
16.
《Sport Management Review》2017,20(2):211-225
This paper explores the perceptions and strategies of corporate sponsors established in France and involved in sport-related corporate social responsibility (S-CSR). Based on the theoretical framework of strategic sensemaking, interviews were conducted with sponsorship managers from 23 corporations involved in S-CSR partnerships with various sports properties. Each phase of the strategic sensemaking process was analyzed, resulting in the identification of three levels of ambiguity in the interpretative process: namely, perceived links between sports properties and CSR, links between S-CSR and sponsors’ own CSR, and links between S-CSR actions and the main sponsorship objectives. We described and gave evidence for seven strategies, highlighting the diversity of S-CSR rationales among sponsors. Other factors were found to influence the sensemaking process, namely sponsorship managers’ knowledge of their company's own CSR, collaboration between sponsorship and CSR departments, and the role of sports properties as sensegivers in S-CSR actions. Finally, we summarize our results in a process model of S-CSR strategic sensemaking in order to provide both sponsors and sports properties with a better understanding of the multiple possibilities for CSR leverage. 相似文献
17.
"十二五"时期是中国经济结构转型和发展方式转变的关键时期,是全面启动建设体育强国战略工程极为关键的5年。构建与体育强国战略目标相适应的体育体制和运行机制是确保体育事业全面、协调和可持续发展的基本保障,也将是"十二五"期间体育改革的重大任务。当前体育事业仍面临着人民群众日益增长的多样化体育需求与相对薄弱的公共体育服务产品之间的矛盾、体育管理体制与社会发展环境和要求不相适应的矛盾、体育事业内部发展不平衡的矛盾、体育事业资源配置与市场经济发展要求不相适应的矛盾。"十二五"期间,体育事业的改革要以体育强国建设为总目标,进一步深化体育行政管理体制和事业分类管理体制的改革,加快推进体育事业组织体系的多元化、体育事业发展方式的集约化、体育事业公共服务的均等化、体育事业资源配置的社会化及体育事业公共管理的法制化。 相似文献
18.
现代大型体育赛事属于一种外来文化形态,它是一种与现代社会完全兼容的超体育的文化形态。为了塑造出更为理想的国家和城市形象,大型体育赛事在中国已经演化为一种国家仪式,它在精神方面的价值可能要高于其提高民众的身体健康水准的价值。中国高密度地举办大型体育赛事也是对中国节日数量不足的补充,对民众来说具有“超身体”的仪式治疗作用。 相似文献
19.
体育赞助营销效用评估方法的回顾及重构 总被引：3，自引：0，他引：3
在回顾国内相关评估方法的基础上，从体育赞助营销风险控制流程出发，提出了基于体育事件传播价值的体育赞助营销效用评估框架。该框架不仅强调了有关体育赞助营销长期收益及短期收益评估实证研究的重要性，而且还强调了体育赞助传播价值分析对其最终绩效评估的重要意义。 相似文献
20.
《Sport Management Review》2016,19(2):183-197
Brand communities have become an important aspect for brand management in social media. However, many brands have failed to establish a successful online brand community. In this study, we introduce branded communities as an alternative concept to brand communities. In contrast to brand communities, a branded community does not revolve around a specific (sport) brand, but around any interest or need. However, a specific brand makes use of the community for marketing purposes by sponsoring or operating the community. We emphasize the suitability of sport as an interest around which branded communities can be built as well as links of branded communities to sport sponsorship. We empirically studied the factors which influence the success of this phenomenon and the effects of operating or sponsoring such a community for a brand by using an online survey (N = 501) of members of a branded online community relating to football. The results demonstrate the relevance of topic interest (i.e., identification and involvement with football) and the quality of the community as determinants of interest in and loyalty towards a branded community. The brand owner benefits from an increase in brand loyalty for those community members who are aware of the brand as the operator of the community, whereby awareness of this sponsorship does not decrease loyalty towards the community. Our research contributes to previous knowledge by proving that branded communities are both an effective means for companies to deploy sponsorship and branding strategies in social media and provide a promising opportunity for sport managers to generate value. 相似文献