我国体育赛事赞助运作流程及发展对策研究  

Research on Operation Flow of Sports Events Sponsorship and Development Countermeasures in China

作　　者：李婷婷[1] Li Tingting(Beijing Sport University, Beijing, 100084, China)

机构地区：[1]北京体育大学,北京100084

出　　处：《当代体育科技》2017年第14期232-233,共2页Contemporary Sports Technology

摘　　要：体育赞助的公益性使其优于商业赞助,越来越多的企业投身体育赛事赞助市场。企业缺乏体育赞助方面的理论知识,而体育经纪人在体育赛事赞助运作中扮演着重要角色。体育赛事赞助虽然能给赞助企业带来利益,但赞助企业在赞助过程中面临的问题也很多。针对体育赛事赞助中存在的问题,为我国体育赛事赞助市场提供发展对策,同时为我国体育赞助市场未来发展方向提供参考。Due to the commonweal characteristic of sports sponsorship,making it superior to commercial sponsorship,more and more enterprises devotes themselves to sports events sponsorship market.Enterprises lack speculative knowledge about sports sponsorship while sports broker plays a significant role in operation flow of sports events sponsorship.Although sports sponsorship can bring profits for enterprise,sponsors have to face many problems during the operation.Aiming at such problems,the paper gives some advice on the development of ports events sponsorship market and provides information to the direction of future development of sports sponsorship market in China.

关 键 词：体育赛事 体育赞助 体育经纪人 赞助企业 发展对策 

分 类 号：G8[文化科学—体育学]