| 基于体育赛事多维属性下的赞助行为 |
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| 引用本文： | 骆,雷.基于体育赛事多维属性下的赞助行为[J].体育科研,2011,32(3):25-30. |
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| 作者姓名： | 骆 雷 |
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| 作者单位： | 武汉体育学院,武汉,430079 |
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| 基金项目： | 上海体育学院体育赛事研究中心2009年度资助项目 |
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| 摘 要： | 采用文献资料法、专家访谈法、逻辑分析法等研究方法,梳理总结体育赛事及体育赛事赞助的概念、属性及类别。根据体育赛事的多维属性及其分类,对体育赛事赞助资源的特点进行归纳和比较,并从两个角度对赛事多维属性下的赞助行为进行了分析：赞助目标选择、赞助资源的分割与组合。
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| 关 键 词： | 体育赛事 属性 赞助 |
| 收稿时间： | 2011/4/27 0:00:00 |
Study on the Sponsorship Behavior Based on the Multi-Property Sport Events |
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| LUO Lei.Study on the Sponsorship Behavior Based on the Multi-Property Sport Events[J].Sports Science Research,2011,32(3):25-30. |
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| Authors: | LUO Lei |
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| Institution: | LUO Lei(Wuhan Institute of P.E,Wuhan 430079,China) |
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| Abstract: | By the ways of document consultation,expert interview and logic analysis,the article sums up the concepts,properties and categories of sport events and sport events sponsorship.According to the multi-property and categories of sport events,the article summarizes and compares the characteristics of the resources of sport event sponsorship and analyzes the sponsorship behavior based on the multi-property sport events of the two angles of sponsorship object selection and sponsorship resources’ segmentation and combination. |
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| Keywords: | sport event property sponsorship |
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