| 体育赞助效果评估的理论探讨 |
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| 引用本文： | 马琳.体育赞助效果评估的理论探讨[J].体育与科学,2011,32(3):60-63. |
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| 作者姓名： | 马琳 |
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| 作者单位： | 泰山学院,体育科学系,泰安,271021 |
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| 摘 要： | 随着体育活动国际化和大众化发展,体育赞助成为赞助领域发展最快的部分。由于投入资金的增加,以及从商业利益角度的考虑,赞助企业要求对体育赞助效果进行评估。本文从追踪调查的评估方法入手,对体育赞助效果评估的相关问题进行了理论探讨,分析了在评估中应注意的问题与难点。
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| 关 键 词： | 体育赞助 体育赞助效果 效果评估 |
The Conceptual Consideration for the Evaluation of Effectiveness of the Sports Sponsorships |
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| MA Ling.The Conceptual Consideration for the Evaluation of Effectiveness of the Sports Sponsorships[J].Sports & Science,2011,32(3):60-63. |
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| Authors: | MA Ling |
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| Abstract: | With the development of globalization and civilization of sports activities,sports sponsorship have increasing faster than the other parts in the area of sponsorships.Due to the investment increasing,the corporates demand evaluating the effectiveness of sports sponsorship in term of the commercial aspects.Following the method of tracking,this paper discusses the conceptual consideration concerning to the sports sponsorships,and analyses the problems and difficulties during the evaluating. |
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| Keywords: | sports sponsorship effectiveness of the sports sponsorship effectiveness evaluation |
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