赛事赞助中赛事、媒体、企业和大众之间共赢系统的探讨——以中网赛事赞助为例  

Exploration on Win-win System among Event,Media,Enterprise and Audience in Event Sponsoring——Take Sponsorship in China Open as an Example

作　　者：谢成卫 

机构地区：[1]南京体育学院,江苏南京210000

出　　处：《体育科技文献通报》2015年第6期106-107,共2页Bulletin of Sport Science & Technology

摘　　要：近年来,中国网球公开赛的知名度越来越高,商业价值逐渐体现,各大企业赞助商,媒体纷至沓来。同时也吸引了中外广大观众的眼球。本文利用文献资料法,归纳法,典型案例分析法,通过查阅大量的文献资料,并结合以归纳分析,探讨赛事赞助中赛事、媒体、企业和大众之间的相互作用,相互影响。这对促进我国体育文化产业的可持续发展具有深远的意义,也为我国今后大型赛事的发展提供了依据。In recent years, the popularity of China Open is higher and higher. Major corporate sponsors, media as well as spectators at home and abroad are attracted as its commercial value gradually revealed. With methods of literature, induction and typical case analysis, the paper explores the mutual influence between the event, media, enterprise and audience by checking and analyzing large number of literature. The paper has profound significance in promoting the sustainable development of China＇ s sports cultural industry and providing a basis for the development of big events in China in the future.

关 键 词：赛事赞助 中国 网球公开赛 双赢 

分 类 号：G80-05[文化科学—运动人体科学]