中国职业体育联赛市场的赞助现状与影响因素研究  

Research on the Market Sponsorship Status Quo for Chinese Professional Sports League Matches and Factors Affecting It

作　　者：何斌[1] 

机构地区：[1]安徽师范大学体育学院,安徽芜湖241000

出　　处：《成都体育学院学报》2008年第10期14-18,共5页Journal of Chengdu Sport University

基　　金：教育部人文社会科学研究2006年度一般项目(06JA630003)

摘　　要：对中国职业体育联赛市场的赞助现状和影响因素进行剖析。研究认为:中国职业体育联赛赞助市场存在着赞助结构不合理、整体水平低下、发展速度缓慢、缺乏稳定的赞助商和项目之间赞助收入差异明显等问题。雄厚的经济实力是赞助商必备的自身条件;行业间的竞争压力是赞助商实施赞助的外在推力。中国职业体育联赛品牌的国际知名度不高、商务开发模式还有待完善,是制约赞助需求增长的主要因素;传媒发育的逐步成熟、赛程较长、体育人口众多是扩大赞助需求的有利因素。An investigation on the market sponsorship status quo of Chinese professional league matches and factors affecting it reveals such problems as the unreasonable sponsorship structure, low overall level, slow development, lack of stable sponsors and marked difference in revenues generated by different events. Major factors affecting the growth of sponsorship demand include little international popularity for sponsors of Chinese professional sports league matches and imperfect commercial development model, while the gradual growth of media, long tournament schedule, and large sports population are conducive to expanding sponsorship demand.

关 键 词：职业体育 联赛市场 赞助 现状 影响因素 中国 

分 类 号：G80-05[文化科学—运动人体科学]