| 体育赞助营销效用评估方法的回顾及重构 |
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| 引用本文： | 卢长宝.体育赞助营销效用评估方法的回顾及重构[J].体育科学,2005,25(12):65-68. |
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| 作者姓名： | 卢长宝 |
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| 作者单位： | 福州大学,管理学院,福建,福州,350002 |
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| 摘 要： | 在回顾国内相关评估方法的基础上，从体育赞助营销风险控制流程出发，提出了基于体育事件传播价值的体育赞助营销效用评估框架。该框架不仅强调了有关体育赞助营销长期收益及短期收益评估实证研究的重要性，而且还强调了体育赞助传播价值分析对其最终绩效评估的重要意义。
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| 关 键 词： | 体育 赞助 营销 评估 |
| 文章编号： | 1000-677X（2005）12-0065-04 |
| 收稿时间： | 2005-07-28 |
| 修稿时间： | 2005-07-282005-10-18 |
Review and Rebuilding on Evaluation Method of Sport Sponsorship Marketing Effectiveness |
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| LU Chang-bao.Review and Rebuilding on Evaluation Method of Sport Sponsorship Marketing Effectiveness[J].China Sport Science,2005,25(12):65-68. |
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| Authors: | LU Chang-bao |
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| Institution: | School of Management, Fuzhou University, Fuzhou 350002 ,China |
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| Abstract: | Based on reviewing relative evaluation method,from the point of risk control of sport sponsorship marketing, this paper put forwards evaluation framework of sport sponsorship marketing effectiveness based on sport event transmission. This framework is not only emphasis on important of long-term and short-term income of sport sponsorship marketing,but also on final performance evaluation of sport sponsorship transmission. |
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| Keywords: | sport sponsorship marketing evaluation |
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