上海世博会企业赞助效果及行为研究——基于观众感知的博客文本分析

Research on EXPO Sponsorship Performance and Interactive Behavior Based on Audience Perception from BLOG Text

本文在对2010年上海世博会赞助企业的一般特征进行背景式分析的基础上，构建了有关分析框架，以世博会相关的网络博客文本为研究对象，从单企业角度实证检验了企业赞助世博会的效果，分析了多企业赞助世博会的情况下不同赞助企业信息传递过程中共现现象，详细描绘了各赞助企业、场馆及二者之间的互动性作用机制和过程。研究结果扩展了对世博会赞助企业形象和企业品牌塑造研究中只限于消费者“直线式”感知的传统边界，对重新理解、分析赞助企业品牌塑造过程，探讨企业世博会赞助效果衡量过程中的有关问题，提升企业赞助效果提供了新的依据和启示。

In the paper, we analyze generalized characteristics of these enterprises which provide sponsorship to 2010 Shanghai EXPO. Using the text collect fi＇om blog spaces, we construct an analysis framework to analyze the performance of EXPO sponsorship for single-sponsor-enterprise and interactive behavior through co-occurrence analysis for multi-sponsor-enterprises. Our analysis expand the research frontier and give a good description of the interaction and mechanism between different enterprises and pavilions in their procession to transfer firm＇s product or brand messages from the angle of audience, which can contribute to distinguish some problems that confuse the evaluation of EXPO performance, and provide some new ideas to analyze the performance of EXPO Sponsorship.