浅析中国企业赞助北京奥运会的经济效应

Economic Reaction of Sponsorship by Chinese Enterprises to Beijing Olympic Games

在回顾体育赞助的起源与发展历程的基础上,对我国企业体育赞助的现状及赞助北京奥运会的意义进行了分析。指出国内企业成为赞助商所要面临的主要风险,探讨参与北京奥运赞助的国内企业如何规避赞助营销风险,最后提出提高奥运赞助效益的一些相关对策。

This paper analyzes the current state of sponsorship from Chinese enterprises as well as the significance of this sports business behavior on the basis of reviewing the origins and foundation of development of sports sponsorship. To figure out the major risks that domestic enterprises have to respond, it also discusses that how to escape those risks for the domestic corporations which involved in the sponsorship to Beijing Olympic Games. At last, it concludes some effective policies concerning how to improve the benefits and enlarge the influences caused by the sponsorship to Olympic Games.