我国体育赞助中介组织营销中存在问题与对策分析

Research on Existing Problems and Strategy Analysis on Sports Sponsorship Intermediary Marketing in China

运用文献资料等研究方法对我国体育赞助中介组织营销中存在的问题及对策进行研究的结果表明:目前我国体育赞助中介组织营销存在的问题如下:1)对体育赛事资源开发不足;2)与媒体缺少合作;3)缺少针对体育赛事赞助运用营销策略来销售赞助方案;4)缺少行业自律;5)与政府体育组织缺少联系等,在研究的基础上提出有助于我国体育赞助中介组织发展的对策以及我国体育赞助中介组织的发展展望。

Adopted the methods of documentary analysis and expert interview, this study conducted a research with attention to the existing problems and strategies in the sport intermediary organization marketing, he results indicated that the main problems which existed in the sports sponsorship intermediary＇ s marketing in China include： 1 ） Insufficient in development of resources to the competitive spoas; 2）Lack cooperation with the media ; 3）Lack and support and use the marketing tactics to sell the scheme supported to the competitive sports; 4）Lack independent management of the trades; 5）Lack the characteristic of contacting with government＇ s sports organization. Accordingly this study proposed the strategies and development aspiration in order to enhance the healthy development of sport sponsorship intermediary organization marketing.