| 论跨国公司投资中国体育赞助的文化冲突和整合 |
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| 引用本文： | 杨新泉,罗伯特·斯巴达克斯.论跨国公司投资中国体育赞助的文化冲突和整合[J].体育与科学,2006,27(2):26-28,32. |
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| 作者姓名： | 杨新泉 罗伯特·斯巴达克斯 |
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| 作者单位： | 大不列颠哥伦比亚大学,人类运动学院,加拿大 |
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| 摘 要： | 在过去的20多年里，主要的跨国公司利用体育赞助的多功能特性来提高他们在新兴的国际市场上的竞争优势。从而使得体育赞助所扮演的角色拓展到围绕着企业在投资体育的战略投资价值上。本文通过对5家跨国公司在中国投资体育赞助的调查结果进行分析，揭示出体育赞助是一项战略投资。企业赞助商反映建立起与被赞助的体育机构的战略合作伙伴关系是取得长期利益的关键。虽然文化冲突在现存的体育赞助关系中表现不明显，但是这些跨国企业所采取的文化整合策略值得思考和借鉴。
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| 关 键 词： | 体育赞助 战略合作伙伴关系 文化冲突和整合 |
| 文章编号： | 1004-4590（2006）02-0026-03 |
| 收稿时间： | 2006-01-10 |
| 修稿时间： | 2006-01-10 |
Multinational Corporations Investing in Sport Sponsorship in China: Cultural Difference and Integration |
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| YANG Xinquan,Robert SPARKS.Multinational Corporations Investing in Sport Sponsorship in China: Cultural Difference and Integration[J].Sports & Science,2006,27(2):26-28,32. |
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| Authors: | YANG Xinquan Robert SPARKS |
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| Abstract: | Over the last two decades, major Multinational Corporations (MNCs) have begun to use sport sponsorship properties in increasing multi-functional ways in order to gain competitive advantages in the emerging global marketplace. As a consequence of these activities, the role of sport sponsorship has broadened to encompass long-term strategies to gain benefits from investing in sports at both local and international levels. According the results from research I conducted with 5 MNCs in China, this study reveals that sport sponsorship is a strategic investment, and strategic partnerships with sport is significant in sport sponsorship implementation. Cultural differences are minimal among the existing sport sponsorship relationship in China. Three major cultural integration strategies are identified being used by MNCs to adapt to the Chinese cultural environment and market context. |
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| Keywords: | sport sponsorship strategic partnership cultural difference and integration |
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