价值工程视角下大型体育赛事赞助功能分析与功能实现路径  

Analysis of Sponsorship Function and Realization Path of Large Sports Events from the Perspective of Value Engineering

作　　者：刘红华[1] 曹连众[1] LIU Hong-hua;CAO Lian-zhong(Shenyang Sport University,Shenyang 110102,Liaoning China)

机构地区：[1]沈阳体育学院,辽宁沈阳110102

出　　处：《北京体育大学学报》2020年第9期65-73,共9页Journal of Beijing Sport University

基　　金：国家社会科学基金项目(项目编号:16BTY049)。

摘　　要：为了探究大型体育赛事赞助功能与功能实现路径的一致性,更好地为提升大型体育赛事赞助效果提供理论与实践参考。通过系统梳理近20年来国内外有关体育赛事赞助取得的主要成果和最新进展,并通过访谈法、实地考察法、逻辑分析法等从价值工程理论研究视角出发,以大型体育赛事赞助企业为研究对象,科学界定大型体育赛事赞助功能内涵,构建大型体育赛事赞助功能系统图,归纳出大型体育赛事赞助功能为扩大目标受众、提升企业形象、提升品牌知名度、促进产品销售、培养企业文化、创造体验;并从赞助企业自身、与体育赛事和竞争对手关系3个层面整理并分析出制约大型体育赛事赞助功能实现的障碍性因素为:赞助企业市场开发战略模式缺乏系统性、赞助企业与赛事之间契合度低、赞助企业之间的赞助事件差异性小。在此基础上,从赞助企业的视角提出大型体育赛事赞助功能实现路径为:实现主题契合,扩大目标受众;实现项目形象契合,提升企业形象;实现目标市场契合,提升品牌知名度;实现功能契合,促进产品销售;实现价值观契合,培育企业文化;实现沟通契合,创造体验,以实现大型体育赛事赞助功能,提升赞助效果,为促进大型体育赛事赞助市场发展提供参考与借鉴。In order to explore the consistency between the sponsorship function of large sports events and the path to realize the function,and to provide theoretical and practical reference for improving the sponsorship effect of large sports events,this paper systematically combs the main achievements and the latest progress of sports event sponsorship at home and abroad in the past 20 years.From the perspective of value engineering theory and by means of interview,field investigation and logical analysis,the paper takes the enterprises that sponsor large sports events as the research object,scientifically defines the connotation of the function of large sports event sponsorship,and constructs large sports event sponsorship merit.The sponsorship function of large sports events can be summarized as expanding target audience,enhancing corporate image,enhancing brand awareness,promoting product sales,cultivating corporate culture and creating experience etc.From the three aspects of sponsoring enterprises themselves,the relationship with sports events and competitors,the obstacles that restrict the realization of the sponsoring function of large sports events are analyzed.The obstacles are the lack of systematic market development strategy on the part of the sponsoring enterprises,the low degree of agreement between the sponsoring enterprises and the events,and the small difference of sponsoring events between sponsoring enterprises.On this basis,from the perspective of sponsoring enterprises,the way to realize the sponsorship function of large sports events is to achieve the theme fit and expand the target audience;to realize the project image fit and enhance the corporate image;to achieve the target market fit and enhance brand awareness;to achieve the function fit and promote product sales;to achieve the value fit and cultivate corporate culture;to achieve communication fit and create user experience so as to realize the sponsorship of large sports events.The function of sponsorship can improve the effect of sponsorship a

关 键 词：价值工程 大型体育赛事 体育赞助 赞助企业 赞助功能 功能实现路径 

分 类 号：G80-05[文化科学—运动人体科学]