| 基于"赛事租"理论的我国体育赞助动因分析 |
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| 引用本文： | 蔡志坚.基于"赛事租"理论的我国体育赞助动因分析[J].山东体育学院学报,2005,21(4):30-31. |
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| 作者姓名： | 蔡志坚 |
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| 作者单位： | 宜宾学院体育系,湖北,宜宾,644007 |
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| 摘 要： | 我国企业参与体育赞助的经济动因在于企业想通过赞助体育赛事,使企业产品与目标受众和媒体做更广泛和深入的接触,并在赛事举办期间和前后营造本企业宣传的“轰动效应”,从而达到提升企业品牌形象和市场价值的目的.
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| 关 键 词： | 体育赛事赞助 赛事租 企业品牌形象 轰动效应 目标受众 |
| 文章编号： | 1006-2076(2005)04-30-02 |
| 收稿时间： | 03 2 2005 12:00AM |
| 修稿时间： | 2005年3月2日 |
Cause analysis of sports sponsorship in China based on the theory of "sports rent" |
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| CAI Zhi-jian.Cause analysis of sports sponsorship in China based on the theory of "sports rent"[J].Journal of Shandong Physical Education Institute,2005,21(4):30-31. |
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| Authors: | CAI Zhi-jian |
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| Abstract: | The economic cause that Chinese enterprises participated in the sports sponsorship is to make their products,the target mass and the media contact more widely and deeply,to arouse a "stirring effect"for their propaganda during the sports games held and to gain the goal of promoting their brand images and market value. |
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| Keywords: | sports sponsorship sports rent brand image stirring effect trget mass |
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