我国高校体育竞赛开展商业赞助的可行性分析  

The Feasibility Analysis of Sports Competition Developing Commercial Sponsorship in Our National Colleges and Universities

作　　者：冯云辉[1] 刘学谦[1] 

机构地区：[1]广州大学体育学院体育教育学系,广东广州510006

出　　处：《吉林体育学院学报》2010年第6期21-23,共3页Journal of Jilin Sport University

摘　　要：目前我国高校体育竞赛商业赞助的现状不理想,规模小,呈现出"哑铃型"特征,还处于起步阶段;中国体育体制改革、高校体育竞赛快速发展和高校体育市场的发展是高校体育竞赛开展商业赞助的必然要求;对在广州大学城等条件较好的高校首先试点体育竞赛商业赞助进行可行性分析,指出广州大学城的宏观环境良好,微观环境已有一定的基础,高校体育市场具有广阔的市场前景;并提出一些推动我国体育体制改革和高校体育竞赛商业赞助的一些政策性建议,供高校在开展体育竞赛活动时作为参考。At present,the current situation of the commercial sponsorship of sports competition in our national colleges and universities was undesirable and at a early stage,while the total scale was little with a characteristic of ＂dumbbell＂.The sports competition developing commercial sponsorship in colleges and universities was the inevitable requirement of our Chinese sports system reform,the rapid development of colleges′ sports competition and the development of colleges sports market.The article presented the feasibility analysis of making experiments of sports competition developing commercial sponsorship in such good conditions as colleges in Guangzhou higher education mega center,pointed out that the macrocosmic environment in Guangzhou higher education mega center was favourable,the microcosmic environment had certain foundation,and the colleges sports markets had broad prospect.Simultaneously,the article also put forward some policy suggestions for colleges that could promote Chinese sports reform and colleges sports competition developing commercial sponsorship to offer some references for colleges carrying out sports competition and activities.

关 键 词：体育竞赛 商业赞助 高校体育市场 可行性 

分 类 号：G80-05[文化科学—运动人体科学]