摘要
体育赞助是体育经济时代的一个热门现象。本文运用经济学理论,分析了体育赞助在体育产业经济运行中的资本流动过程,论述了体育赞助的投资性质,并从经营活动的本质出发,阐述了赞助资本的若干特性,认为市场化运作的实质性原则公平交易实现价值,而目前中国体育市场与此要求对应的机制尚未建立,原因是,中国目前正处在“市场经济初期”平台上,体育赞助的产生与发展,正紧紧伴随和演绎着社会经济制度的转型过渡过程。文章旨在引起对体育产业市场化运作所需的客观经济条件的深入研究与思考。
Sports sponsorship is one of the hot sports in economy era of sports. From the principle of economics, this article analyzes the course of capital flows about sports sponsorship in the sports economy, discusses the investment function of sports sponsorship from the nature of business activity,and also expounds several characteristics of sponsorship capital.To the author,the question of substance of market operation is fair trade. But the rounded system of management wasn' t establshed in China sports market, the reason is that Cilia is still in the primary stage of market economy at present.The initiation and development of sports sponsorship is following the social economic system revolution.In this article, the author try to bring in-depth study to the real condition of economy in market operation of sports economy.
出处
《广州体育学院学报》
北大核心
2003年第6期13-15,共3页
Journal of Guangzhou Sport University
关键词
体育赞助
体育产业
市场机制
市场化运作
体育经济
sports sponsorship
sports industry
market mechanism
market-orented functioning
