| 我国企业对体育赞助的现状及发展对策研究 |
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| 引用本文： | 李世想,唐苏娜.我国企业对体育赞助的现状及发展对策研究[J].湖北体育科技,2008,27(2):136-137. |
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| 作者姓名： | 李世想 唐苏娜 |
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| 作者单位： | 1. 武汉大学体育部,湖北,武汉,430072
2. 武汉理工大学体育部,湖北,武汉,430079 |
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| 摘 要： | 我国体育赞助工作起步较晚，目前存在短期行为较多，市场开发过多、过乱等问题。赞助企业和体育行政机构、体育赛事组织机构要积极协调、沟通，通过建立赞助目标、诚信市场体系、多维评价体系等方式，将体育赛事的人文理念与赞助商的企业品牌融合在一起，积极有效地实施并实现赞助合作，保障赞助商的合法权益，使体育部门与赞助商的共同利益得到协调有序的发展。更快的使我国体育赞助市场走向一条良性的发展轨道。
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| 关 键 词： | 体育赞助 现状 发腱对策 |
| 文章编号： | 1003-983X(2008)02-0136-02 |
| 修稿时间： | 2007年11月16 |
A Study on the Current Situation and Development Strategies of Enterprise Sports Sponsorship in China |
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| Li Shixiang,Tang Suna.A Study on the Current Situation and Development Strategies of Enterprise Sports Sponsorship in China[J].Journal of Hubei Sports Science,2008,27(2):136-137. |
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| Authors: | Li Shixiang Tang Suna |
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| Institution: | Li Shixiang, Tang Suna (1. The Department of Physical Education Wuhan University,Wuhan Hubei,430072; 2. The Department of Physical Education Wuhan University of Technology, Wuhan Hubei,430079) |
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| Abstract: | China's work start later,there is now more short-term behavior,market development over the chaos,and other issues.Sponsor and sports administration,sports organizations should co-ordination and communication actively.It can be faster the country's sports sponsorship market to a healthy development track,and fusion the humanistic concept of sports sponsorship and the corporate brand,implementation and realization of sponsorship contracts actively and effective,protect the legitimate rights and interests of sponsors,improve the development of common interests of sponsors and the sports sector orderly and coordinated through the establishment of sponsorship goals,honesty market system,and multi-dimensional evaluation system,etc. |
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| Keywords: | Sports sponsorship Current Situation Development Strategies |
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