论体育冠名权的商业利用  

The Research on Commercial Utilization of Sport Naming Right

作　　者：常娟[1] 

机构地区：[1]湖南师范大学体育学院,湖南长沙410012

出　　处：《湖北体育科技》2009年第6期656-657,655,共3页Hubei Sports Science

摘　　要：体育冠名权是体育市场开发的重要内容,对体育冠名权的研究可以推动其市场交易的规范化、法制化发展。采用文献资料法、归纳推理和演绎推理法,结合法学、经济学和体育学的相关理论对体育冠名权商业价值产生的根源、特征、价值评估的方法及其影响因素进行研究。Sport naming right is a very important part of the development of sport market.Study of sports naming rights of their market transactions can promote the standardization and legal development.The main methods employed in this thesis are documents,interview,research and logical reasoning and so on.In addition,views on various subjects such as law,economics and physical education,etc.have been used synthetically.The paper researches into the origin,character,methods and legal factors influencing the assessment on commercial utilization of sport naming right.

关 键 词：体育冠名权 商业价值 体育市场 

分 类 号：G80-05[文化科学—运动人体科学]