体育强国建设背景下高校体育赛事赞助问题与策略研究  

Factors Influencing Sponsorship Behavior of Potential Sponsors of High-level College Students'Competitions

作　　者：韩立冬 商勇 杨铁黎[2] HAN Lidong;SHANG Yong;YANG Tieli(Dept.of P.E.,China University of Petroleum(East China),Qingdao 266000,Shandong,China;Ministry of Adult Education,Capital Institute of P.E.,Beijing 100000,China)

机构地区：[1]中国石油大学(华东)体育教学部,山东青岛266000 [2]首都体育学院成人教育部,北京100000

出　　处：《山东体育科技》2023年第3期60-65,共6页Shandong Sports Science & Technology

基　　金：中国大学生体育协会一般项目(编号:L202103002)。

摘　　要：赞助不仅能够为体育赛事注入更多活力,而且能够帮助赞助商扩大知名度,增加企业收益,创造更多价值。本研究利用文献资料法、问卷调查法和数理统计法,探究影响大学生高水平赛事潜在赞助商赞助行为的因素。通过分析可知,赞助企业更重视赛事是否有自媒体直播剪辑或者校园文案的推广、赛事承办单位学校的知名度、承办单位学校体育赛事管理水平三个因素。中国大学生体育协会可以从知名度、赞助商的企业形象、承办单位高校三个方面进行优化,提升引入赞助的能力。Sponsorship can not only inject more vitality into sports events,but also help sponsors expand their visibility,increase corporate income and create more value.This paper using the literature material law,questionnaire investigation and mathematical statistics explores the factors that affect the sponsorship behavior of potential sponsors for high-level competitions.Analysis shows that sponsors pay more attention to three factors:whether the event has we media live clips or the promotion of campus copywriting,the popularity of the school hosting the event,and the management level of the school hosting the event.China University Sports Association can optimize its ability to introduce sponsorship from three aspects:popularity,corporate image of sponsors and sponsoring institutions and colleges.

关 键 词：体育赞助 大学生高水平赛事 赞助商 

分 类 号：G808.22[文化科学—体育训练]