基于大数据分析的体育赞助营销效果评估方法研究  

Research on the Application of Big Data for the Evaluation of Effectiveness in the Sports Sponsorship Marketing

作　　者：彭静 PENG Jing(Fuzhou Software Technology Vocational College,Fuzhou,Fujian,350209,China)

机构地区：[1]福州软件职业技术学院经济管理系

出　　处：《福建体育科技》2019年第5期4-7,共4页Fujian Sports Science and Technology

摘　　要：本文以体育赞助营销效果评估方法为研究对象,采用文献资料等研究方法对大数据分析在效果评估中的运用进行研究。研究发现当前的体育赞助营销效果评估普通存在缺乏事前评估、高估效果、方法使用不当、测量有偏差等问题。采用大数据分析方法可实现事前评估智能化、“消费者记忆”精确化、曝光测量精准化、投资回报明确化、信息来源可靠化,从而让评估的效率更高、效果更好,为企业开展体育赞助营销决策打下坚实的基础。This thesis takes the evaluation of effectiveness in the sports sponsorship marketing as the research object,and study the application of big data analysis in the effect evaluation by using documentary and textual analyses.The research finds that the current evaluation of sports sponsorship marketing lacks advance evaluation,overestimates the effects,uses the wrong methods,and distorts results.By using the big data analysis method,it will make the advance evaluation smart,let the"consumer memory"accurate,promote the accuracy of exposure measurement,drive the investment returns explicit,and make the information sources reliable.In brief,it will make the evaluation more efficient and effective,thus laying the solid foundation for enterprises to carry out sports sponsorship marketing decisions.

关 键 词：大数据 体育赞助营销 效果 评估方法 

分 类 号：G80-05[文化科学—运动人体科学]