基于“赛事租”理论的我国体育赞助动因分析  

Cause analysis of sports sponsorship in China based on the theory of "sports rent"

作　　者：蔡志坚[1] 

机构地区：[1]宜宾学院体育系,湖北宜宾644007

出　　处：《山东体育学院学报》2005年第4期30-31,共2页Journal of Shandong Sport University

摘　　要：我国企业参与体育赞助的经济动因在于企业想通过赞助体育赛事,使企业产品与目标受众和媒体做更广泛和深入的接触,并在赛事举办期间和前后营造本企业宣传的“轰动效应”,从而达到提升企业品牌形象和市场价值的目的。The economic cause that Chinese enterprises participated in the sports sponsorship is to make their products, the target mass and the media contact more widely and deeply, to arouse a “stimng effect” for their propaganda during the sports games held and to gain the goal of promoting their brand images and market value.

关 键 词：体育赛事赞助 赛事租 企业品牌形象 轰动效应 目标受众 

分 类 号：G80-05[文化科学—运动人体科学]