企业体育赞助浅析

Analysis on the Sports Sponsorship of the Enterprise

针对我国企业界对体育赞助的种种困惑,提出了调查企业内外部环境、选择和确定正确的赞助对象、实行与企业发展目标相吻合的赞助策略等一系列提高体育赞助效益的建议。

In the light of various puzzles of Chinese sports circles on the sports sponsorship, this paper puts forward a series of advices for increasing the benefit of the sports sponsorship such as investigating the external and internal circumstances of the enterprise, selecting and confirming the correct objects of the sports sponsorship, and implementing appropriate strategy.