| 我国企业实施体育赞助的障碍及对策 |
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| 引用本文： | 庞晓洁,郭锐,萧翠龄.我国企业实施体育赞助的障碍及对策[J].河北体育学院学报,2009,23(5):14-17. |
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| 作者姓名： | 庞晓洁 郭锐 萧翠龄 |
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| 作者单位： | 1. 河北体育学院社会体育系,河北石家庄,050041
2. 沈阳体育学院研究生部,辽宁沈阳,110102 |
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| 基金项目： | 2009年度河北省社会科学发展研究重点课题 |
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| 摘 要： | 运用逻辑分析法，阐述了体育赞助及其作用，分析了体育赞助实施各环节存在的障碍和不利因素，认为我国企业应当加强对体育赞助的认识，树立体育赞助的意识，把体育赞助纳入企业的整体营销战略；加强与中介组织和媒体的联系与合作；量力而为，从企业的营销目标出发，合理选择体育赞助的战略安排；积极参与体育赞助，积累体育赞助经验。
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| 关 键 词： | 企业 体育赞助 障碍 |
The Handicap of the Enterprise in Implementing Sports Sponsorship and Countermeasures |
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| PANG Xiao-jie,GUO Rui,XIAO Cui-ling.The Handicap of the Enterprise in Implementing Sports Sponsorship and Countermeasures[J].Journal of Hebei Institute of Physical Education,2009,23(5):14-17. |
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| Authors: | PANG Xiao-jie GUO Rui XIAO Cui-ling |
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| Institution: | 1.Social Sports Dept.;Hebei Institute of Physical Education;Shijiazhuang 050041;China;2.Graduate Department;Shenyang Sport University;Shenyang 110102;China |
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| Abstract: | This paper enumerated the sports sponsorship and its function,analyzed the handicap and disadvantage involved in implementing sports sponsorship by using logic analysis.It held that the enterprise should improve understanding of sports sponsorship,arouse awareness of sports sponsorship and incorporate it into the enterprise's marketing strategy;strengthen the ties with intermediate organizations and the media;act accordingly and select the strategy of sports sponsorship reasonably based on the marketing goa... |
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| Keywords: | enterprise sports sponsorship handicap |
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