摘要
采用文献资料法、问卷调查法和数理统计法,对体育赛事赞助营销资源需求进行实证研究。结果表明:赞助商在持有不同赞助目标时,对于赞助营销权益重要性的认识存在显著性差异;90%的赞助营销权益在不同赞助目标下,存在显著性差异。在不同赞助目标下,赞助商对于赞助营销资源的选择存在一定差异的同时,也具有一些共性。在相同赞助目标下,各类赞助商对于赞助营销资源的选择,受体育赛事营销的定位、赞助营销投入、赞助营销经验等因素的影响。
With the methods of literature review, expert interview, questionnaire and statistics, the paper studies the marketing resource demands of sport event sponsorship. The results show that there is significant difference in the understanding of the importance of sponsorship marketing rights and interests for those sponsors who hold different sponsorship objectives. With different sponsorship objectives, there exists significant difference for 90% sponsorship marketing rights and interests. Besides, commonness as well as differences lies in sponsors at the selection of sponsorship marketing resources. With the same objective, the marketing resource selection by sponsors is determined in terms of the positioning of sport event marketing, investment and experience, etc.
出处
《上海体育学院学报》
CSSCI
北大核心
2013年第3期46-50,共5页
Journal of Shanghai University of Sport
基金
上海市教育委员会科研(创新)资助项目(09ys308)
关键词
体育赛事赞助
赞助目标
营销资源
营销权益
sport event sponsorship
sponsorship objective
marketing resource
marketing right
