摘要
在系统整理2017年我国232场马拉松赛事赞助信息的基础上,从赛事赞助商行业分布、赛事赞助商品类别、赞助商等级划分等方面呈现我国马拉松赛事赞助市场现状。认为我国马拉松赛事赞助市场的特征主要表现为:赞助热度与赛事级别关联度较小,与参赛规模关系更为密切;三四线城市赞助商独具地方特色,城市旅游带动赛事招商;细分赛事、系列赛事备受赞助商青睐。面临的主要问题:赛事赞助商行业结构不合理;赛事赞助招商两极化趋势明显;赛事赞助商稳定性较差;赛事实物赞助变现难度大。提出发展策略:优化马拉松赛事赞助结构,培育健康持续的赞助市场;打破传统赛事营销模式,丰富马拉松赛事的赞助回报方式;转变企业赞助观念,积极运用马拉松赛事赞助的多维效应;加强各方交流与协作,提高赛事赞助的资源利用。
Based on systematically arranging the sponsorship information o f 232 marathon in China in 2017,the status o f sponsorship market for marathon in China is presented in terms o f the industry distribution,the commodity category and the classification o f sponsors.The characteristics o f the sponsorship market for China’s marathon are mainly reflected in the low degree o f association between the sponsorship and the event level,but closer relationship with the event scale;the sponsors in the third-or fourth-tier cities have unique local characteristics,and city tourism drives sponsorship investment;segment events and series events are favored by sponsors.The main problems faced are:the industry structure o f event sponsors is irrational;the polarization trend o f event sponsorship investment is obvious;the stability o f event sponsors is poor;the realization o f V IK for marathon is difficult.The development strategies are put forward:optimize the sponsorship structure for marathon,foster a healthy and sustainable sponsorship market;break the traditional events marketing model,enrich the sponsorship returns o f marathon;change the concept o f sponsors,actively use the multidimensional effects o f sponsorship o f marathon,and strengthen all parties!exchanges,increase the resource utilization for event sponsorship.
作者
白莉莉
冯晓露
BAI Li-li;FENG Xiao-lu(Tsinghua University,Beijing 100084,China)
出处
《中国体育科技》
CSSCI
北大核心
2018年第4期3-11,共9页
China Sport Science and Technology
基金
河南省体育局体育课题研究项目(2018043)
关键词
马拉松赛事
体育赞助
赛事运营
体育营销
赞助市场
marathon
sports sponsorship
event operation
sports marketing
sponsorship market
