体育赞助与企业社会责任研究  

Study of Sports Sponsors and Social Responsibilities of Enterprises

作　　者：袁海军[1] 

机构地区：[1]北京联合大学师范学院,北京100011

出　　处：《体育研究与教育》2012年第3期15-17,共3页Sports Research and Education

摘　　要：以体育赞助为研究对象,对体育赞助体系进行深入分析。研究发现,体育事业要获得持续健康的发展与体育赞助企业的社会责任密切相关。体育赞助企业的社会责任包括:企业的经济责任、法律责任、伦理责任、慈善责任。体育赞助企业的社会责任缺失将直接影响体育形象,而体育赞助企业积极履行社会责任能有力促进体育的发展,达到体育赞助双赢的目的。With the research object of sports sponsors, through deep analyses of if, this paper explores that sustainable development of physical culture is closely relevent to the Corporate Social Responsibility, which ineludes economic, legal, moral, philanthropic responsibilities. The lack of social responsibilities will directly influence the image of physical culture. In turn, if enterprises actively implement social responsibilities to cultivate the development of sports, they can enjoy two-wins.

关 键 词：体育赞助 企业社会责任 研究 

分 类 号：G80-05[文化科学—运动人体科学]