| 足球赛事赞助商满意度调查与分析 |
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| 引用本文： | 王冬舟.足球赛事赞助商满意度调查与分析[J].首都体育学院学报,2005,17(5):20-21,42. |
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| 作者姓名： | 王冬舟 |
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| 作者单位： | 南京信息工程大学体育部,南京,210044 |
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| 摘 要： | 赞助收入是足球赛事收入的主要来源，因而提高赞助商的满意程度将对赞助营销产生积极影响。本文采用问卷法对赞助商期望的重视程度和满意度进行调查，用因素分析法确定出赞助商赞助评价层面，并求解出提升赞助商满意度的有效方案，用以指导赛事营销工作。
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| 关 键 词： | 满意程度 项目 赞助商 |
| 文章编号： | 1009-783X（2005）05-0020-02 |
| 收稿时间： | 2005-07-21 |
| 修稿时间： | 2005-07-21 |
A Survey and Analysis of the Satisfaction Degree of Sponsors for Soccer Matches |
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| WANG Dong-zhou.A Survey and Analysis of the Satisfaction Degree of Sponsors for Soccer Matches[J].Journal of Capital College of Physical Education,2005,17(5):20-21,42. |
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| Authors: | WANG Dong-zhou |
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| Institution: | Dept. of P. E. ,Nanjing University of Information and Engineering,Nanjing 210044,China |
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| Abstract: | The revenues from sponsorship are the key source of income for soccer matches. So improving the sponsors' satisfaction degree will have positive effects on marketing. By means of questionnaire,the author makes a survey on sponsors' expectation and satisfaction degree, and then, with the method of factor analysis finds out sponsors' evaluation towards sponsorship and proposes certain effective plans to improve the satisfaction degree of sponsors so that they can be used to guide the marketing activities for soccer matches. |
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| Keywords: | Satisfaction degree Events Sponsors |
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