体育赛事赞助营销资源销售组合方式研究

Research on Sponsors' Demand of Sports Event Sponsorship Packages

采用文献法、专家调查法、调查问卷法和深度访谈法,结合国内外学者对于体育赛事赞助及营销的相关理论,对体育赛事赞助营销资源销售组合方式这一研究目标进行研究。研究结果表明:赞助商对赞助资源销售组合方式的偏好,主要受到赞助商对于赛事赞助营销的定位,赞助商的赛事赞助营销经验这两方面因素的影响。"按需定制"类销售组合方式能够满足赞助企业的"特殊需求"。尽管"按需定制"类销售组合方式最能满足赞助商需求,但是由于企业的赛事营销定位,赛事赞助营销经验是否丰富等因素影响,许多赞助商企业暂时无法采取"按需定制"类销售组合方式。

This article conducts an empirical research on sponsors ＇ demand of sports event sponsorship packages, ap- plying research methods of literature review, Delphi study, questionnaire, interview, and research output from inter- national study on sports event sponsorship and marketing, as well as corporate marketing document from the interview- ee enterprises. The results revealed that the two factors of sponsorship positioning and sponsorship experience of the sponsors will influence the sponsors＇ preference on choosing sponsorship packages. The ＂tailor- made＂ sponsorship package is ideal for meeting various special demands from the sponsors; however, the application of this packaging method is undermined by factors of sponsors＇ sponsorship positioning and sponsorship experience. That＇ s why cur- rently many sponsors can＇t accept the ＂tailor- made＂ sponsorship packages.