对我国高校体育赞助制约因素的分析及策略研究

Restriction Factor Analysis of Sports Sponsoring in Universities and Strategy Study

运用问卷调查法、文献资料法和逻辑分析法对部分高校体育赞助情况进行了分析研究。结果反映出我国高校体育赞助意识、中介机构、媒体协调、赞助项目等方面还存在诸多问题。解决这些问题的策略是:企业加大对高校体育赞助市场的开发力度,学校与企业成立赞助协调机制,相关部门出台一定的优惠政策加以扶持与引导等。

This article using questionnaire investigation, doeumantation, logical analysis conducted a research on the sports patronage in some colleges and universities. The result showed that there still existed many problems in such aspects as sports patronage consciousness, intermediaries, the media coordination, patronage project. To solve these problems, these strategies were given that the enterprises should intensify the market development to sponsor the university and set up the patronage coordination mechanism between the university and the enterprise; moreover, the related department should lay down certain preferential policies to back up and direct the patronage.