大型体育赛事隐性市场行为的类型化研究及防范策略  

Research on the Type of Ambushing Marketing Behavior of Major Sports Events And Its Preventive Strategies

作　　者：赵永康 袁心语 邢尊明[3] ZHAO Yong-Kang;YUAN Xin-Yu;XING Zun-Ming(College of Physical Education,Huaqiao University,Quanzhou 362021,China;College of Economics and Finance,Huaqiao University,Quanzhou 362021,China;College of Physical Education,Huaqiao University,Xiamen 361021,China)

机构地区：[1]华侨大学体育学院,福建泉州362021 [2]华侨大学经济与金融学院,福建泉州362021 [3]华侨大学体育学院,福建厦门361021

出　　处：《吉林体育学院学报》2019年第6期42-47,共6页Journal of Jilin Sport University

摘　　要：随着体育赛事赞助热情的高涨,赞助权的排他性、高风险性等因素使得大型体育赛事的隐性市场行为层出不穷,严重威胁了赞助商和其他利益相关者的权益,急需对之加以规范和治理,为能够更有效地规范及治理体育赛事隐性市场行为,厘清隐性市场行为所依赖的体育赛事价值构成,为我国的隐性市场行为的治理提供新思路及具体建议。本研究运用文献资料法与逻辑分析法对具体案例进行分析,发现隐性市场行为所依赖的赛事价值为体育赛事项目本身价值、体育赛事带动或促进价值和体育赛事的社会评价价值,并据此将隐性市场行为的类型划分为赛事要素型、媒体资源型、赞助竞争型,进而提出规范策略,具体包括:合同规制、监管控制、提升公众认知、精简赛事要素、充分行使赞助权等。With the enthusiasm of sports sponsorship,the exclusiveness and high risk of sponsorships make the amushing marketing behavior of major sports events endless,seriously threatening the rights of sponsors and other stakeholders,and urgently need to regulate and govern them.In order to more effectively regulate and control the amushing marketing behavior of sports events,clarify the value composition of sports events on which amushing marketing behavior depends,and provide new ideas and specific suggestions for the governance of amushing marketing behavior in China.This study uses the literature data method and the logic analysis method to analyze the specific cases,and finds that the value of the event that the amushing marketing behavior depends on is the value of the sports event itself,the value of the sports event or the value of social evaluation of sports events,and accordingly The types of amushing marketing behavior are divided into event element type,media resource type,and sponsored competition type.Then,the normative strategies include contract regulation,supervision and control,promotion of public cognition,streamlining of event elements,and full exercise of sponsorship rights.

关 键 词：大型体育赛事 隐性市场行为 经济 规制策略 

分 类 号：G80-05[文化科学—运动人体科学]