摘要
运用文献资料法、问卷调查法、特尔菲法等,建立了包含3个一级指标、9个二级指标、22个三级指标的体育赞助评估体系,利用层次分析法确定了各级指标的权重,并通过模糊评价的方法建立体育赞助评估体系数学模型。通过体育赞助评估体系来衡量本次体育赞助活动,为赞助活动的下一次进行提供参考。它不仅对赞助方是否进行体育赞助决策提供了一定的理论基础,同时对被赞助方争取到赞助支持也具有一定的指导意义。
This article makes use of documentary, questionnaires and Delph and designs sponsor valuation system which con- tains 3 level-one targes, 9 level-two targes, 22 level-three targets. Finally, it makes sure of the all levels targets heavy in AHP, and establishes math model of the sports sponsorship in the way of misty evaluation. The research measures this sports spormorship in the sports sporrsor valuation system, and provides reference for the next sponsorship. It not only provides certain theories for sponsors make decision, but also has certain leading meaning to those who need sponsor＇ s support at the same time.
出处
《沈阳体育学院学报》
2008年第3期31-33,共3页
Journal of Shenyang Sport University
关键词
体育赞助
评估
指标体系
sports sponsorship
valuation
targets system
