第11届全运会赞助商服务体系探讨  

Discussion on Sponsor Service System of 11th National Games

作　　者：许金芝[1] 

机构地区：[1]山东省曲阜师范大学体育科学学院,山东曲阜273165

出　　处：《体育科技文献通报》2010年第1期104-106,116,共4页Bulletin of Sport Science & Technology

摘　　要：通过理论分析与实证相结合,综合运用文献研究、专家访谈、实地考查、案例分析等方法,对后奥运时代全运会赞助商服务体系进行了全面系统的分析。研究认为,后奥运时代赞助商服务是全运会市场开发新的支点。以品牌建设与体育赞助为理论支撑,通过对11届全运会赞助商服务的实地考察得出:全运会赞助商服务体系以创建强有力的赛事品牌为核心,通过对全运会视觉体系、语言体系、理念体系、活动传播体系完成品牌建设;建立赞助商服务机构及相应的运行机制为基础;"长期规划、持续开发"从赞助商的角度长期规划赞助回报;完善最大化权益保障体系;充分发挥体育中介的专业化及市场化优势。Through the combination of the theoretical and empirical analysis,using the method of literature review,expert interview,field test and case studies,this paper analyzes the sponsor service system of National Games after the era of the Olympic Games. The research result shows that past-Olympic era sponsor of the National Games is the fulcrum of the new market development. Taking the brand-building and sports sponsor as supporting theory and making investigation on 11th Games sponsor of the services,it concludes that National Games sponsor of the service system in order to create a strong tournament as the core brand,the National Games visual system,language system,the concept of system,activities of the system to disseminate the completion of brand-building. The establishment of institutions and services sponsors of the corresponding mechanism-based,＂long-term planning and sustained development＂ from the perspective of the sponsor of the long-term planning sponsorship of return,to maximize the interests of improving the security system,give full play to the sport of specialization and the intermediary market advantage.

关 键 词：体育赞助 服务 实证研究 全运会 

分 类 号：G80-05[文化科学—运动人体科学]