| 对CBA职业联赛赞助现状的分析与策略研究 |
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| 引用本文： | 汪超.对CBA职业联赛赞助现状的分析与策略研究[J].湖北体育科技,2012,31(3):274-277. |
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| 作者姓名： | 汪超 |
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| 作者单位： | 首都体育学院研究生部,北京,100191 |
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| 摘 要： | 通过文献资料法等对CBA联赛赞助现状进行分析得出,CBA职业联赛的收入主要是赞助商的投入,在融资单一的情况下,各俱乐部以出售冠名权来充实资金。对赞助商的类型以及在保护赞助商的权益上进行了分析,其中赞助商的类型包括：官方合作伙伴、官方赞助商和官方供应商三类,在保护赞助商权益上主要以：赛场广告发布、门票、联赛专用服装装备、联赛指定用品这四种措施实施。最后提出对策：要构建稳定,资金财力大的赞助商群体和赢得国外赞助商的青睐来投入赞助,从而不断推动CBA联赛市场的开发。
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| 关 键 词： | CBA 赞助 现状分析 对策研究 |
An Analysis of Current Situation and Countermeasure of the CBA Professional League Sponsorship |
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| WANG Chao.An Analysis of Current Situation and Countermeasure of the CBA Professional League Sponsorship[J].Journal of Hubei Sports Science,2012,31(3):274-277. |
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| Authors: | WANG Chao |
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| Institution: | WANG Chao Post-graduation college of Capital Institute of Physical Education,Beijing,100191 |
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| Abstract: | Through literature,etc.,the analysis of the CBA League sponsored shows:CBA Professional League’s income is mainly from sponsors’ invests,and with this single and simple model of financing,clubs try to sell naming rights to enrich funding.And it also analyzed the CBA league sponsor types and the protection of the interests of sponsors,and the sponsor types included three types which are authorities cooperation colleague,authorities sponsor company and the authorized suppliers.And the protection for sponsor companies’ rights could be mainly cited as match field advertisement release,admission ticket,league match appropriation clothing material,league match things appointed.Finally,it put forward a constructive proposal to build stable,large financial resources sponsor fund groups,win the favor of foreign sponsors to actively invest,and continue to promote market development CBA league. |
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| Keywords: | CBA league sponsor analysis strategy |
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