| 上海市体育赞助的现状分析 |
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| 引用本文： | 刘文董,张林.上海市体育赞助的现状分析[J].上海体育学院学报,2004,28(2):19-23. |
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| 作者姓名： | 刘文董 张林 |
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| 作者单位： | 1. 上海体育学院,研究生处,上海,200438
2. 上海体育学院,体育管理系,上海,200438 |
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| 基金项目： | 上海体育学院硕士研究生学位论文 |
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| 摘 要： | 采用文献资料、问卷调查与访谈相结合的方法，借鉴国外体育赞助发展的先进经验，分析上海市体育赞助的现状。认为，上海市体育赞助已具有一定的市场绩效，影响因素为，整体规模偏小；项目之间差距大；追求近期利益；行政参与力度较大；体育组织的赞助运作能力不强；企业的赞助行为不规范；专业人才匮乏；传媒的作用不明显等。
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| 关 键 词： | 上海 体育赞助 体育产业 政府职能 中介组织 新闻媒体 经济发展 居民消费 |
| 文章编号： | 1000-5498(2004)02-0019-05 |
| 修稿时间： | 2003年11月18 |
Analysis of Status Quo of Shanghai Sports Sponsorship |
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| Liu Wen-dong,Zhang Lin.Analysis of Status Quo of Shanghai Sports Sponsorship[J].Journal of Shanghai Physical Education Institute,2004,28(2):19-23. |
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| Authors: | Liu Wen-dong Zhang Lin |
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| Institution: | Liu Wen-dong~1,Zhang Lin~2 |
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| Abstract: | By using the combined methods of literature, questionnaire and interviews, and at the same time referring to the advanced experience of the development of sports sponsorship abroad, the authors of the paper have analyzed the status quo of Shanghai sports sponsorship. They think that Shanghai sports sponsorship has gained only a certain market effects. Its influential factors are as follows: the whole scale is a bit small; there is still a wide gap among all kinds of events; seeking short-term benefits; the degree of administrative participation is greater; the operating ability of sponsorship of sports organizations is poor; the sponsor behavior of enterprises isn't normal; the professional personnel are scanty; the effect of medium isn't marked and so forth. |
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| Keywords: | Shanghai sports sponsorship marketing factor |
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