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| 体育赛事赞助商风险评估与风险规避的研究 - - - 以奥运会为例 | |
| 引用本文： | 李晓静,宋翠翠.体育赛事赞助商风险评估与风险规避的研究 - - - 以奥运会为例[J].武汉体育学院学报,2009,43(9):25. |
| 作者姓名： | 李晓静 宋翠翠 |
| 作者单位： | 1. 淮北煤炭师范学院,体育系,安徽,淮北,235000 2. 北京国际关系学院,体育部,北京,100091 |
| 基金项目： | 国家社会科学基金项目 |
| 摘 要： | 以奥运会赞助商施乐公司赞助风险为例,对奥运会赞助商的风险类型进行了归纳,并从企业品牌与技术能力、企业财务风险分析等方面提出了对赞助商进行风险评估的方法,同时以北京奥运会为实证研究了风险规避的方法,以期促进大型体育赛事主办方和赞助商的双赢. |
| 关 键 词： | 体育赛事 赞助商 风险评估 风险规避 |
Risk assessment and risk aversion of sports sponsor- - -In view of Olympic G ames |
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| LI Xiao-jing,SONG Cui-cui.Risk assessment and risk aversion of sports sponsor- - -In view of Olympic G ames[J].Journal of Wuhan Institute of Physical Education,2009,43(9):25. | |
| Authors: | LI Xiao-jing SONG Cui-cui |
| Abstract: | By analyzing one of t he sport s sponsor s of the Olympic Games , t he Xerox Corporation’ s sponsor ship risk , t his paper summarizes t he kinds of Olympic sponsor ship risks and t he risk assess2 ment f rom perspective of brand and technological capacity of t he enterprises , and the financial risk. The Beijing Olympic Games were used to show t he risk aver sion in order to promote a win2win of bot h t he organizers and t he sponsor s. |
| Keywords: | sport s competition sponsor risk assessment risk aver sion |
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