我国体育赛事赞助发展现状及对策研究  

Study on Current situation and Countermeasures of China’s Sports Sponsorship Development

作　　者：杜晨阳 Du Chenyang(Army Academy of Border and Coastal Defense,Urumqi 830001,Xinjiang,China)

机构地区：[1]陆军边海防学院,新疆乌鲁木齐830001

出　　处：《体育科技文献通报》2020年第10期151-153,共3页Bulletin of Sport Science & Technology

摘　　要：体育赛事赞助能为一场体育比赛提供资金,同时也能推动体育赛事的发展。体育赛事赞助是指商家为体育赛事提供资金或者赛事用品,同时商家的品牌将得到宣传。体育赛事赞助是对体育市场发展的推动,但是也是造成体育市场秩序不规整之一,研究和分析体育赛事赞助市场存在的问题和产生缘由能够给体育组织部门提供管理的线索,而且能够较好地降低赞助商在体育项目上投入资金的风险。针对体育赛事赞助目前存在的问题,本文运用文献资料法、访谈法、逻辑归纳等研究方法对我国体育赛事赞助的发展现状进行了详细的分析和描述,探讨了体育赛事赞助中面临的困境,以及产生困境的多方面原因,以期能够更好地促使体育赛事赞助相关管理部门及时地发现问题,将体育比赛中可能发生的风险降到最低,为体育赛事赞助的健康发展提供理论参考。Sports event sponsorship is not only a major source of funding for sports competitions,but also a booster of sport events.Sponsorship of sports events refers to businesses providing funds or supplies for sports events,and at the same time promote the brand.While promoting sport market,sponsorship acts as the main cause of confusion in the sports market.Research and analysis of the problems and causes of sports sponsorship market can provide management references for sports organizers,and it can better reduce the risk of financial investment in sports.Through literature review,questionnaire survey,interview method,data statistics and other research methods,this paper makes a detailed investigation and research on the current situation of China’s sports sponsorship market development.The difficulties faced in the sports sponsorship market are analyzed in detail,and the causes of the difficulties are explored,so that it can better promote sports sponsorship related management department to find the problem in time,and reduce the risk of sports competition,so as to offer theoretical references for the healthy development of sport events sponsorship.

关 键 词：体育赛事赞助 发展现状 对策 

分 类 号：G80[文化科学—运动人体科学]