大型体育赛事赞助对品牌的影响研究  

A Research on the Brand Impact of Sports Event Sponsorship

作　　者：刘志民[1] 丁燕华[1] 

机构地区：[1]上海体育学院,上海200438

出　　处：《南京体育学院学报（社会科学版）》2010年第3期8-14,共7页Journal of Nanjing Institute of Physical Education

摘　　要：大型体育赛事赞助对品牌的影响研究是我国近年来体育研究的一个新领域,本研究以上海高校学生为对象,采用文献、问卷、访谈等研究方法对大型知名体育赛事的商业赞助影响消费者对品牌的认知度与形象,从而最大限度占领市场,达到赞助目的进行研究。结果显示中国消费者对08奥运会具有极高认同度,国际知名大型体育赛事赞助对中国消费市场而言,品牌和品牌资产具有极大的潜在影响力。Researching on brand impact of sports event sponsorship is one of the new recent areas in sports study field in China.By means of literature Questionnaire and interview,it was studied that how sports event sponsorships effected consumers＇ cognitions and images of the brands through which more markets could be occupied and aims could be reached by the brands.It was suggested that Olympic Games 2008 were greatly appreciated to Chinese spectators and consumers and the grand brands and brands assets of sponsors do have a great potential influence in China markets.

关 键 词：体育赛事 商业赞助 消费者 品牌资产 

分 类 号：G80-05[文化科学—运动人体科学]