摘要
从赞助现象出发,在赞助概念文献分析的基础上,对赞助的本质特征进行研究,界定赞助及体育赛事赞助的概念。认为:赞助是指在特定的、具有显著公众影响的文化行业内,以获得标志联系权在内的物的交换(包括交易);体育赛事赞助是指在体育赛事活动中,以获得标志联系权在内的物的交换(包括交易)。
Starting from the sponsorship phenomenon and on the basis of the literature review of sponsorship concepts, the present paper studied the intrinsic features of sponsorship and defined the concepts of sponsorship and sports sponsorship. It concluded that sponsorship is an exchange （including deals） of things including the fight to connect with logos in some particular culture industries with significant influence on public while sports event sponsorship is an exchange （including deals） of things including the fight to connect with event logos in sports events.
出处
《上海体育学院学报》
CSSCI
北大核心
2010年第2期19-23,共5页
Journal of Shanghai University of Sport
基金
上海市科学技术委员会重点科技攻关项目(072705130)
关键词
赞助
体育赛事赞助
赞助支持
赞助回报
概念
界定
sponsorship
sports event sponsorship
sponsorshipsupport
sponsorship return
concept
definition
