摘要
为了促进我国体育赞助的发展,要规范体育赞助市场,维护赞助商权益。赞助商要合理定位企业的体育赞助行为,整合营销观念,树立体育赞助的品牌效应。同时应健全体育中介机构,培育体育经纪人队伍,理顺体育与媒体的关系,重视体育赞助的评估。
Sports donation contributes greatly to raising ,social status of sports departments, accelerating the sports professionalization and improving the athletic and competitive levels. The development of sports donation requires the standardization of sports donation market, protection of the donators＇ interests and government＇s encouragement of sports donation. Donators should appropriately define their donating behavior, integrate the marketing concepts and create the brand-name effect of sports donation. The sports donation development also requires the improvement of sports intermediate institutions, development of sports managers, establishment of the appropriate relationship between sports and media, and stresses of assessment of sports donation.
出处
《体育成人教育学刊》
2005年第4期11-12,共2页
Journal of Sports Adult Education
关键词
体育赞助
赞助商
营销行为
品牌效应
sports donation
donator
marketing behaviors
brand-name effect
