摘要
采用文献资料法、专家调查法、层次分析法,构建了可应用于体育赛事潜在赞助行业赞助潜力评估的量化分析模型,向杭州亚组委提供市场开发的重点行业。结合浙江省经济发展情况和杭州亚运会的赛会理念,针对重点行业,建议组委会采用公开征集和定向邀约相结合的方式进行开发,并设计定制化的权益方案;针对非重点行业,建议组委会依据实际需求,适当调整市场开发顺序、放开排他权,以鼓励本省企业积极参与杭州亚运会。
By using the methods of documentation,expert investigation and analytic hierarchy process,this paper constructs a quantitative analysis model which can be applied to evaluate the potential of sponsorship industries for sports events,and provides the organizing committee of Hangzhou Asian Games with key industries for market development.Based on the economic development of Zhejiang and the concept of Hangzhou Asian Games,and aiming at key industries,it is suggested that the organizing committee should adopt a combination of open solicitation and directed invitation to develop and design customized rights and interests scheme.In view of the non-key industries,it is suggested that the organizing committee should adjust the order of market development and liberalize the right of exclusion according to the actual needs,so as to encourage enterprises in the province to actively participate in the Hangzhou Asian Games.
作者
阮飞
林显鹏
RUAN Fei;LIN Xianpeng(Beijing Sport University,Beijing 100084,China)
出处
《沈阳体育学院学报》
CSSCI
北大核心
2019年第5期77-82,90,共7页
Journal of Shenyang Sport University
基金
2019年度国家社会科学基金项目“2022年北京冬奥会场馆赛后开发与利用研究”(19BTY010)
关键词
杭州亚运会
市场开发
赞助行业
赞助潜力评估
Hangzhou 2022 Asian Games
market development
sponsorship industries
sponsorship potentiality evaluation
