体育场馆冠名权杠杆作用机理及其实现路径研究  

Naming Rights Leverage Mechanism of Venue and Its Realizing Route

作　　者：刘彩凤[1] 靳厚忠[1] LIU Caifeng;JIN Houzhong(School of Sport Economics and Management,Central University of Finance and Economics,Beijing 100081,China)

机构地区：[1]中央财经大学体育经济与管理学院,北京100081

出　　处：《天津体育学院学报》2020年第2期189-194,共6页Journal of Tianjin University of Sport

基　　金：教育部人文社会科学研究青年基金项目(项目编号:15YJC890020)。

摘　　要：体育场馆冠名权作为体育场馆的重要无形资产之一,具有极高的辨识度、广告辐射效应和商业开发价值。通过冠名权运作实现体育场馆冠名权投资收益的放大,是杠杆思想在体育场馆冠名权经营管理领域的生动体现。体育场馆冠名权杠杆是基于体育场馆冠名权,通过冠名权双方的资源整合强化冠名权合作,进而获得更大冠名权收益的冠名权运作模式。体育场馆冠名权杠杆具有五要素结构,即支点、动力、阻力、动力臂和阻力臂。其中,支点为体育场馆冠名权,动力是杠杆作用力,阻力表现为杠杆收益。体育场馆冠名权杠杆作用的实质是以体育场馆冠名权为核心,整合冠名权双方资源,确定合理的冠名权投入,进行有效的冠名权运作从而实现更大的冠名权收益。在体育场馆冠名权杠杆作用的发挥过程中,杠杆支点、杠杆动力臂和杠杆作用力是决定杠杆作用强弱和杠杆收益大小的关键要素,在实际运作策略选择上应综合运用这三个关键要素,最大限度地完善体育场馆冠名权杠杆作用实现路径。企业方和场馆方应当充分了解场馆冠名权杠杆作用机理,选取适宜的场馆冠名权支点、延伸杠杆动力臂、采取经济性的作用力,结合自身实际情况选择正确的场馆冠名权杠杆运作策略,通过冠名权运作获取杠杆收益的同时实现冠名权双方的共赢。Venue naming rights,as an important intangible asset,has a highly recognizable identity,advertising radiation effect and commercial value. Return amplification through naming rights operating is the vivid manifestation of lever conception in the field of venue naming rights operation and management. Venue naming rights lever is the naming rights operating mode which is based on the venue naming rights,and strengthens the naming rights cooperation through resources integration,thus achieving greater benefits. Venue naming rights lever comprises of five components which are fulcrum,motive force,resistive force,motive force arm and resistive force arm. Therein,fulcrum is venue naming rights,motive force is formed from applied force,and resistive force is represented as leverage benefits. The essence of venue naming rights leverage mechanism is to focus on venue naming rights,integrate resources,determine reasonable inputs and exert effective naming rights operation,thus achieving greater naming rights benefits. In the working process of venue naming rights leverage,fulcrum,motive force and motive force arm are three key elements which determine the leverage effect and benefits. The three elements should be comprehensively considered in the practical operation strategy to fully improve the realizing route of venue naming rights leverage. Enterprises and venue operators should fully comprehend the mechanism of venue naming rights leverage,choose a good fulcrum,extend the motive force arm,and utilize the economic force. Combining with the practical situation,enterprises and venue operators should choose the right operation strategy of venue naming rights,thus achieving the leverage benefits and realizing a win-win situation through naming rights operation.

关 键 词：体育场馆 冠名权 杠杆作用机理 实现路径 

分 类 号：G80-05[文化科学—运动人体科学]