| 第11届全运会赞助商服务体系探讨 |
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| 引用本文： | 许金芝.第11届全运会赞助商服务体系探讨[J].体育科技文献通报,2010,18(1):104-106,116. |
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| 作者姓名： | 许金芝 |
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| 作者单位： | 山东省曲阜师范大学体育科学学院,山东,曲阜,273165 |
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| 摘 要： | 通过理论分析与实证相结合,综合运用文献研究、专家访谈、实地考查、案例分析等方法,对后奥运时代全运会赞助商服务体系进行了全面系统的分析。研究认为,后奥运时代赞助商服务是全运会市场开发新的支点。以品牌建设与体育赞助为理论支撑,通过对11届全运会赞助商服务的实地考察得出：全运会赞助商服务体系以创建强有力的赛事品牌为核心,通过对全运会视觉体系、语言体系、理念体系、活动传播体系完成品牌建设;建立赞助商服务机构及相应的运行机制为基础;＂长期规划、持续开发＂从赞助商的角度长期规划赞助回报;完善最大化权益保障体系;充分发挥体育中介的专业化及市场化优势。
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| 关 键 词： | 体育赞助 服务 实证研究 全运会 |
Discussion on Sponsor Service System of 11th National Games |
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| XU Jin-zhi.Discussion on Sponsor Service System of 11th National Games[J].Bulletin of Sport Science & Technology,2010,18(1):104-106,116. |
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| Authors: | XU Jin-zhi |
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| Institution: | XU Jin-zhi College of Physical Education and Sports Science,Qufu University,Qufu 273165,Shandong China. |
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| Abstract: | Through the combination of the theoretical and empirical analysis,using the method of literature review,expert interview,field test and case studies,this paper analyzes the sponsor service system of National Games after the era of the Olympic Games. The research result shows that past-Olympic era sponsor of the National Games is the fulcrum of the new market development. Taking the brand-building and sports sponsor as supporting theory and making investigation on 11th Games sponsor of the services,it conclu... |
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| Keywords: | sports sponsor service empirical research National Games |
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