试论体育赞助的发展空间与后赞助时代的发展策略

On the Development Space for Sports Sponsorship and Its Development Strategy in Post-Sponsorship Age

随着市场经济的发展以及北京获得2008年奥运会主办权,体育赞助成为市场经济条件下体育融入经济的切入点,成为体育产业开发的重要内容,也是现代企业与消费者沟通的市场营销手段。本文通过分析体育赞助的历史形成与发展趋势,解释了体育赞助的广阔前景。

With the booming of economy and the 2008 Olympics in Beijing,sports sponsorship have become the breakthrough point of sports to integrate into economy.It has also become an important content for the development of sports industry,and the marketing means for enterprises to communicate with the consumers.Based on the analysis of the history and development trend of sports sponsorship,this paper elaborates on the broad prospects for sports sponsorship.