| 大型体育赛事不同阶段的赞助风险研究 |
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| 引用本文： | 马,辉.大型体育赛事不同阶段的赞助风险研究[J].体育科研,2014(4):37-41. |
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| 作者姓名： | 马 辉 |
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| 作者单位： | 上海体育学院 经济管理学院 |
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| 基金项目： | 上海市教委创新课题（11YS177） |
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| 摘 要： | 赛事赞助是大型体育赛事获取资金的重要来源,但与此同时也为体育赛事带来风险,赛事赞助风险研究可以为赛事筛选赞助商提供依据,并对赛事运行中的赞助风险提供防范和处理建议。研究利用文献资料的查阅和德尔菲法提出了赛事赞助风险主要构成,主要有财务风险、名誉风险、人员风险、法律风险与竞争风险。根据赛事的不同阶段,即申办阶段、筹办阶段和举办阶段,分别建立不同阶段的赛事赞助风险指标体系,指出不同阶段赛事应关注的主要赞助风险类型。针对这些赞助风险,提出了赛事赞助的规避措施和处理措施,综合采用这些措施,既能够减少赞助风险的发生,也能够保证赛事在风险发生时迅速做出反应,降低风险造成的损失。
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| 关 键 词： | 大型体育赛事 不同阶段 赞助风险治 |
Study on Different Stages Sponsorship Risks of Great Sports Events |
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| MA Hui.Study on Different Stages Sponsorship Risks of Great Sports Events[J].Sports Science Research,2014(4):37-41. |
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| Authors: | MA Hui |
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| Institution: | Shanghai University of Sport |
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| Abstract: | Event sponsorship is an important source of large-scale sports events for finance but at the same time also brings sports event risk, risk events sponsored research can provide the basis for sports screening event sponsors, and in the event of the whole process of risk prevention and treatment advice. Using literature review and the Delphi method, put forward the main compositions of the risk events sponsored the financial risk, reputation risk, risk, legal risk and competitive risk. According to the different stages of competition, that is, bidding stage, organize and hold phase, respectively, set up different stages of the competition sponsored risk index system, and points out that different stages should be the main focus of the sponsorship of the type of risk. Against these risks sponsorship, events sponsored by evading measures and treatment measures are put forward, the comprehensive use of these measures, on the one hand, aims to reduce the risk of sponsorship, on the other hand ensure competition to be able to react quickly when risk to reduce the risk of loss. |
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| Keywords: | Major Sport Event Different Stages Sponsorship Risk |
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