对中国奥委会无形资产营销中赞助问题的研究  

Study on Sponsorship in Marketing the Intangible Assets of the Chinese Olympic Committee

作　　者：邱招义[1] 刘姝[2] 李玉新[3] 

机构地区：[1]北京体育大学,北京100084 [2]吉林大学体育学院,吉林长春132400 [3]北京大学体育部,北京100871

出　　处：《北京体育大学学报》2005年第1期8-10,共3页Journal of Beijing Sport University

基　　金：国家体育总局2004年软科学课题(课题号:23002)。

摘　　要：通过文献资料、专家访谈法和实地研究等研究方法,探讨了赞助的由来以及国际奥委会的TOP计划特点,集中分析了赞助中国奥委会及中国体育代表团的魅力。研究结果表明,中国奥委会无形资产营销中赞助应是企业向中国奥委会及中国体育代表团提供经费、实物或相关服务等支持,从而享有某些属于它的权利,这只是商业活动的开始。企业应花赞助资金的2～3倍的金钱去施加其作为赞助商的影响,并尽可能发挥活动的潜在利用价值。中国奥委会向企业提供包括对企业赞助效果的评估在内的一揽子营销机会作为回报。赞助绝非只是"卖广告"或"属冠名权",而是双方资源重新配置的深层次合作。因此一项成功的赞助必须是双方互利互惠、互有所得,是双方资源或利益的交换与合作。By means of interview, literature review and on-the-spot research etc., this paper studied on the origin of the sponsorship and the characters of IOC's sponsor program, TOP, specifically discussed the various aspects of the sponsorship in marketing the intangible assets of the Chinese Olympic Committee( COC). The results showed that the current sponsorship in marketing the intangible assets of the COC should be that the corporation offers the COC and Chinese Sport Delegation some payment, Value in Kind or service for sponsorship right. This step is just the beginning of commercial activities. The corporation should cost 2～3 times money than the fee of sponsorship right to enlarge the influence as a sponsor of the COC. The COC should offer the sponsors an evaluation report of sponsorship effect as a return to the sponsors. Sponsorship is not only selling name right or selling the advertisement to the corporation, it should be a close cooperation between the COC and the corporation, a double win relationship.

关 键 词：中国奥委会 无形资产 营销 赞助 

分 类 号：G80-05[文化科学—运动人体科学]