广州亚运场馆冠名权开发的必要性与可行性  

Research on the Necessity and Feasibility of Exploiting Title Rights of Guangzhou Asia Game Stadiums

作　　者：杨茜[1] 邓春林[2] 

机构地区：[1]中山大学教育学院体育系,广东广州510275 [2]广东商学院体育部,广东广州510320

出　　处：《北京体育大学学报》2006年第8期1019-1020,1029,共3页Journal of Beijing Sport University

基　　金：广东省体育局2005年体育软科学研究项目<广州亚运会无形资产开发的研究>主要研究成果

摘　　要：随着“冠名经济”在我国如火如荼地竞相运作,作为体育无形资产之一的场馆冠名权的开发开始受到越来越多的重视。广州亚运场馆即将开始大规模建设,也即意味着开发亚运场馆冠名权的时机将至。为此,就广州亚运场馆冠名权开发的必要性与可行性进行分析,以期为广州亚运场馆冠名权的开发与利用提供一定的理论参考依据。With the running of ＂Title Right Economy＂ like a raging fire in China, the exploitation of the title rights of stadiums has been drawn more and more attention. The construction of stadiums of 2010 Guangzhou Asia Games has just started, which means that the opportunity for exploiting the title rights of stadium is coming. Therefore the purpose of this paper is to provide references for exploiting the title rights of 2010 Guangzhou Asia Game stadiums by analyzing the necessity and feasibility of exploitation.

关 键 词：冠名权 体育场馆 广州亚运会 无形资产 

分 类 号：G80-05[文化科学—运动人体科学]