| 奥运TOP赞助商“逃婚”现象所引发的思考 |
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| 引用本文： | 沈震.奥运TOP赞助商“逃婚”现象所引发的思考[J].南京体育学院学报(社会科学版),2009,23(3):90-92. |
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| 作者姓名： | 沈震 |
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| 作者单位： | 江阴职业技术学院体育部,江阴,214433 |
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| 摘 要： | 运用文献资料法和逻辑分析法，对奥运TOP计划的实施情况中出现的赞助商退出现象进行研究分析，找出TOP计划投入费用高、签约期限短、营销弱化、隐性市场威胁的问题症结，并提出了提高门槛、增强独享性；延长签约期限；加强宣传、拓宽地域和门类；打击隐性营销、保护赞助商权益的一系列对策。
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| 关 键 词： | 奥运TOP计划 问题 对策 |
Olympic TOP Sponsorship Program "Divorce" Phenomenon Caused by the Reflection |
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| SHEN Zhen.Olympic TOP Sponsorship Program "Divorce" Phenomenon Caused by the Reflection[J].Journal of Nanjing Institute of Physical Education,2009,23(3):90-92. |
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| Authors: | SHEN Zhen |
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| Institution: | SHEN Zhen (Department of Physical Education, Jiangyin Polytechnic College, Jiangyin 214433, China) |
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| Abstract: | The use of literature and logic analysis, on the Olympic TOP program implementation emerged from the phenomenon of sponsorship research and analysis to identify the high cost of plans to invest TOP, signed a short period, marketing weakening market hidden threat The crux of the problem and proposed to raise the threshold, exclusive of enhanced ; extend the contract period ; step up publicity to broaden the geographical and category ; against hidden sales to protect the interests of sponsors of a series of countermeasures. |
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| Keywords: | Olympic TOP program issues Countermeasures |
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