高校体育赛事赞助现状及对策研究  

Research on Present Situation and Countermeasure of University Sports Event Sponsorship

作　　者：张香玲 ZHANG Xiangling(Shanghai University of Sport School of Economics and Management,Shanghai,200438 China)

机构地区：[1]上海体育学院经济管理学院,上海200438

出　　处：《当代体育科技》2021年第23期72-76,共5页Contemporary Sports Technology

摘　　要：该文以海南师范大学为例,运用文献资料法、访谈法、问卷调查法、SWOT分析法等科研方法,对海南师范大学获取体育赞助情况进行了深入调查及探究,发现该校体育赞助资金来源较少、赛事规模较小及体育赞助人才储备较少等问题,通过分析该校获取体育赛事赞助情况的优势与劣势,以及所面对的机遇与挑战,为以后高校承办体育赛事获取体育赞助提供较为科学的依据与方法。Taking Hainan Normal University as an example,this paper makes an in-depth investigation and research on the acquisition of sports sponsorship by Hainan Normal University by means of literature,interview,questionnaire,SWOT analysis and other scientific research methods.By analyzing the strengths and weaknesses of obtaining sports sponsorship and the opportunities and threats,this paper provides a scientific basis and method for colleges and universities to obtain sports sponsorship.

关 键 词：体育赛事 体育赞助 SWOT分析 体育赛事赞助 

分 类 号：G812.7[文化科学—体育学]