| 体育赛事赞助的概念分析与界定 |
| |
| 引用本文： | 张颖慧,姚芹,李南筑.体育赛事赞助的概念分析与界定[J].上海体育学院学报,2010,34(2). |
| |
| 作者姓名： | 张颖慧 姚芹 李南筑 |
| |
| 作者单位： | 上海体育学院,体育赛事研究中心,上海200438 |
| |
| 基金项目： | 上海市科学技术委员会重点科技攻关项目 |
| |
| 摘 要： | 从赞助现象出发,在赞助概念文献分析的基础上,对赞助的本质特征进行研究,界定赞助及体育赛事赞助的概念.认为:赞助是指在特定的、具有显著公众影响的文化行业内,以获得标志联系权在内的物的交换(包括交易);体育赛事赞助是指在体育赛事活动中,以获得标志联系权在内的物的交换(包括交易).
|
| 关 键 词： | 赞助 体育赛事赞助 赞助支持 赞助回报 概念 界定 |
Concept Analysis and Definition of Sports Event Sponsorship |
| |
| ZHANG Ying-hui,YAO Qin,LI Nan-zhu.Concept Analysis and Definition of Sports Event Sponsorship[J].Journal of Shanghai Physical Education Institute,2010,34(2). |
| |
| Authors: | ZHANG Ying-hui YAO Qin LI Nan-zhu |
| |
| Institution: | ZHANG Ying-hui,YAO Qin,LI Nan-zhu Research Center of Sports Events,Shanghai University of Sport,Shanghai 200438,China |
| |
| Abstract: | Starting from the sponsorship phenomenon and on the basis of the literature review of sponsorship concepts,the present paper studied the intrinsic features of sponsorship and defined the concepts of sponsorship and sports sponsorship.It concluded that sponsorship is an exchange(including deals) of things including the right to connect with logos in some particular culture industries with significant influence on public while sports event sponsorship is an exchange(including deals) of things including the ri... |
| |
| Keywords: | sponsorship sports event sponsorship sponsorship support sponsorship return concept definition |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
