| 体育赞助的作用与我国体育赞助的发展对策 |
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| 引用本文： | 刘凯.体育赞助的作用与我国体育赞助的发展对策[J].体育成人教育学刊,2005,21(4):11-12. |
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| 作者姓名： | 刘凯 |
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| 作者单位： | 商丘师范学院,公共体育教学部,河南,商丘,476000 |
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| 摘 要： | 为了促进我国体育赞助的发展，要规范体育赞助市场，维护赞助商权益。赞助商要合理定位企业的体育赞助行为，整合营销观念，树立体育赞助的品牌效应。同时应健全体育中介机构，培育体育经纪人队伍，理顺体育与媒体的关系，重视体育赞助的评估。
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| 关 键 词： | 体育赞助 赞助商 营销行为 品牌效应 |
| 文章编号： | 1672-268X(2005)04-0011-02 |
| 收稿时间： | 12 27 2004 12:00AM |
| 修稿时间： | 2004年12月27 |
Effects of sports donation and strategies for its development in China |
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| LIU Kai.Effects of sports donation and strategies for its development in China[J].Journal of Sports Adult Education,2005,21(4):11-12. |
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| Authors: | LIU Kai |
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| Institution: | LIU KaiPublic P.E. Dept.,Shangqiu Normal Inst.,Shangqiu 476000,China |
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| Abstract: | Sports donation contributes greatly to raising social status of sports departments,accelerating the sports professionalization and improving the athletic and competitive levels. The development of sports donation requires the standardization of sports donation market,protection of the donators' interests and government's encouragement of sports donation. Donators should appropriately define their donating behavior,integrate the marketing concepts and create the brand-name effect of sports donation. The sports donation development also requires the improvement of sports intermediate institutions,development of sports managers,establishment of the appropriate relationship (between) sports and media,and stresses of assessment of sports donation. |
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| Keywords: | sports donation donator marketing behaviors brand-name effect |
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