基于“赛事租”理论的我国体育赞助动因分析

Cause analysis of sports sponsorship in China based on the theory of "sports rent"

我国企业参与体育赞助的经济动因在于企业想通过赞助体育赛事,使企业产品与目标受众和媒体做更广泛和深入的接触,并在赛事举办期间和前后营造本企业宣传的“轰动效应”,从而达到提升企业品牌形象和市场价值的目的。

The economic cause that Chinese enterprises participated in the sports sponsorship is to make their products, the target mass and the media contact more widely and deeply, to arouse a “stimng effect” for their propaganda during the sports games held and to gain the goal of promoting their brand images and market value.