| 我国体育赞助市场若干问题与对策的研究 |
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| 引用本文： | 余涛,谢争.我国体育赞助市场若干问题与对策的研究[J].四川体育科学,2004(1):1-2,5. |
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| 作者姓名： | 余涛 谢争 |
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| 作者单位： | 1. 安徽师范大学体育学院,安徽,芜湖,241000
2. 南京大学体育部,江苏,南京,210089 |
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| 摘 要： | 目前，我国体育赞助市场存在如下问题：体育赞助商队伍不稳定，短期效应现象比比皆是，而且有增无减；国内企业多无专门负责体育赞助活动事宜的管理公司，沟通无专门人员操作；体育赞助是慈善活动，不能进入企业产品成本；体育部门对运动项目、赛事的开发推广不力：体育经纪人方面的人才匮乏：商家缺乏现代体育赞助的观念和赞助的营销策略等，这些均是困扰我国体育赞助市场能否沿着规范化、专业化健康发展的直接因素，并据此对其提出相应的对策。
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| 关 键 词： | 中国 体育市场 营销策略 体育赞助 |
| 文章编号： | 1007-6891(2004)01-0001-02 |
Some Problems Concerning Chinese P.E.Sponsoring Market and Research upon the Corresponding Strategies |
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| YU Tao,XIE Zheng . College of P. E. Anhui Normal University,Anhui Wuhu,China.Some Problems Concerning Chinese P.E.Sponsoring Market and Research upon the Corresponding Strategies[J].Sichuan Sports Science,2004(1):1-2,5. |
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| Authors: | YU Tao XIE Zheng College of P E Anhui Normal University Anhui Wuhu China |
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| Institution: | YU Tao1,XIE Zheng2 1. College of P. E. Anhui Normal University,Anhui Wuhu,241000,China, 2. Department of P. E. Nanjing University,Jiangsu Nanjing,210089,China. |
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| Abstract: | Nowadays,there are many problems existing in Chinese P. E. sponsoring market.The group of PE sponsoring is not stable.Hastened sales are widespread and there is all increasing tendency of them;Almost no Chinese companies have specified sections responsible for the P. E. sponsoring activities.There are no specified talents doing the communication work; P.E. sponsoring becomes philanthropic activities and cannot be counted as product capital P.E. departments do not do enough work in spreading and cultivating the sports programs and competition; There is a great shortage of PE brokering talents;Business-owners lack modern P. E. market sponsoring concept and sponsoring sales strategies.These are me direct factors hindering the healthy development of Chinese P. E. sponsoring market towards standardization and specification.Some corresponding strategies are proposed according to all these problems. |
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| Keywords: | P E sponsoring:Sales strategies Problems Corresponding strategies |
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