基于SWOT分析的体育非营利组织介入体育赞助的策略研究  

Strategy of Sports Sponsorship from Non-profit Sports Organization Based on SWOT Analysis

作　　者：宫玫玫[1] 

机构地区：[1]安徽工程大学体育学院,安徽芜湖241000

出　　处：《皖西学院学报》2012年第5期144-148,共5页Journal of West Anhui University

基　　金：2011年度安徽省高校省级人文社科研究项目(2011sk213)

摘　　要：体育赞助对体育产业的发展起着重要的推动作用。目前我国体育产业的市场化还没有完全放开,行政权力对体育产业的干预只能使得体育赞助市场进一步萎缩,体育赞助的收益远远不能满足体育界和经济界日益增长的需要。形势的紧迫要求我们必须寻求新的力量去克服目前的窘境,化解体育赞助市场资金的不足,推动体育赞助市场的健康发展,而这股力量正存在于非营利组织之中。文章借用SWOT分析法,深入分析体育非营利组织介入体育赞助的优劣势以及机会、威胁,从组合模型中选择出最切合实际的体育赞助策略或模式。Sports sponsorship plays an important role on the development of sports industry. At present the marketization of sports industry has not been completely liberalized in China, intervention of.the administrative authority on sports industry would make the market of sports sponsorship shrink further. Gains of sports sponsorship fall far short of the sports sector and the economy＇s growing needs. The urgency of the situation demands we must seek new powers to overcome the current quandary, to resolve the inadequate financing of the sports sponsorship market and to promote the healthy development of sports sponsorship market. However, they are in the rise of nonprofit organizations at present. In this paper, SWOT analysis was used to the deep analysis of sports non-profit organization involved in sports sponsorship of the advantages, disadvantages, opportunities and threats. It can help we to choose the most realistic sports sponsorship strategy or pattern from the model.

关 键 词：体育非营利组织 体育赞助 SWOT分析法 

分 类 号：G812.1[文化科学—体育学]