摘要
以文献综述为基础,从多角度探讨了赞助的性质与内涵。认为,赞助的迅速发展具有深刻的时代背景,它迎合了经济全球化、社会沟通人性化和突破产品同质化的要求;赞助的根本目的在于开拓市场,以赢利为最基本目的,企业拿出资金、产品和技术的意图在于换取能够帮助其赢得市场的、掌握在被赞助方手中的资源;赞助与捐赠以及赞助与广告之间有着一定的联系,但也存在着本质的区别;从经济学、市场学、心理学、企业发展战略等角度看,赞助涉及的是资金流动,表现为赞助双方的互动过程。
Based on summarizing the literature,the authors approached the characteristic and connotation of sponsorship from many angles,and believed that the rapid development of sponsorship connected with the deep times background,and which had catered to the needs of economy globalization,hominization of social connection,and breaking through homogeneityization of products;The fundamental aim of sponsorship was to develop market,and the most primary aim was to profit.An enterprise' s providing the fund,product and technology aimed at obtaining for the resources which could help them gain market but was grasped by the side of auspices.Though sponsorship and donation was linked to sponsorship and advertisement in some aspects,there was a difference in nature between them.From the angles of economics,study on market,psychology and the development strategy of enterprise,auspices was involved with cir-culation of fund,and presented a mutual process of the sponsorship parties.
出处
《天津体育学院学报》
CAS
CSSCI
北大核心
2004年第1期47-50,共4页
Journal of Tianjin University of Sport
关键词
体育赞助
体育经济
捐赠
sport sponsorship
sports economy
donation
