基于体育赛事多维属性下的赞助行为

Study on the Sponsorship Behavior Based on the Multi-Property Sport Events

采用文献资料法、专家访谈法、逻辑分析法等研究方法,梳理总结体育赛事及体育赛事赞助的概念、属性及类别。根据体育赛事的多维属性及其分类,对体育赛事赞助资源的特点进行归纳和比较,并从两个角度对赛事多维属性下的赞助行为进行了分析:赞助目标选择、赞助资源的分割与组合。

By the ways of document consultation,expert interview and logic analysis,the article sums up the concepts,properties and categories of sport events and sport events sponsorship.According to the multi-property and categories of sport events,the article summarizes and compares the characteristics of the resources of sport event sponsorship and analyzes the sponsorship behavior based on the multi-property sport events of the two angles of sponsorship object selection and sponsorship resources’ segmentation and combination.