新中国大众体育商业赞助的历史考察

Survey into the History of Mass Sports Commercial Sponsorship in New China

运用文献资料调查、专家访谈和逻辑分析等方法,对新中国大众体育商业赞助进行历史考察,对其存在的问题和不足进行分析和探讨。结果显示,只有在大众体育活动开展和商业资本活跃两方面驱动力的作用下,才会激荡出大众体育商业赞助的萌生和蓬勃发展,并在此基础上,提出了中国大众体育商业赞助发展的相应对策。

Literature review,expert interview and logical analysis are employed in this paper to survey the four history stages of mass sports commercial sponsorship in the new China.Meanwhile current problems and shortcomings in mass sports commercial sponsorship are discussed.It is revealed that only under the driving force of mass sports development and commercial capital exuberance can the emergence and prosperous development of mass sports sponsorship be stimulated.Countermeasures for the development of mass sports commercial sponsorship are also given.