综合性大型体育赛事场馆设施广告发布权的开发  

Development of the Advertising in Major Sports Competition Venues

作　　者：于敬凤[1] 孙岩[1] 陈元欣[1] 

机构地区：[1]华中师范大学体育学院,武汉430079

出　　处：《体育科研》2008年第4期21-24,共4页Sport Science Research

基　　金：国家哲学社会科学基金资助项目(05BTY010)

摘　　要：通过对已有场馆设施广告发布权开发成功经验的梳理,认为我国场馆设施广告发布权开发具有明显的优势和一定的积极意义,并提出我国场馆设施广告发布权开发4种方式。在分析当前场馆设施广告发布权开发中存在的主要问题的基础上,提出:深度开发以广告发布权为主的无形资产;对场馆设施的广告发布权实行专业化开发;场馆设施广告发布权的开发必须与与城市和谐发展相匹配;减少政府过度干预,对场馆广告发布权的开发给予扶持;加强研究与经验的总结与推广等建议。Based on the successful development experience of the advertising at present major sports competition venues, the paper concludes that the advertising development at China＇s sports venues has obvious advantages and certain positive significance. It puts forward four ways of developing advertising at the venues. On the basis of analyzing the major existing problems in advertising development, the paper sugge＇sts to develop deeply the intangible assets of advertising, develop professionally advertising at the venues, match the advertising development with the harmonious development of the city, reduce excess government intervention and offer full support to the development of advertising at the venues, strengthen the research and summarization of the experience, etc.

关 键 词：大型体育赛事 场馆设施 广告发布权 开发 建议 

分 类 号：G80-05[文化科学—运动人体科学]