奥运伙伴计划在新形势下面临挑战的研究

Challenges Faced by Olympic Partner Programme in the New Situation

为致力于成为未来奥运顶级赞助商的中国企业提供建设性的思考,主要采用文献资料法、专家访谈法及工作经历对奥运伙伴计划在发展过程中存在的问题进行分析,并运用经济学、市场营销学、财务管理的理论知识对奥运经济进行深入研究,以丰富和补充国内对奥运经济领域研究的不足。研究认为:当下奥运伙伴计划面临4个主要的问题:赛事赞助投资回报率直接对奥运伙伴计划产生影响。高额的赞助版权费以及长期投资收益的不确定性,影响赞助商的投资意愿。电视收视率的下降也必然会影响企业在媒体的曝光度,另外,社交媒体被大众的广泛接受这也为赞助商提供了更多的营销活动平台。国际奥委会的规则条款限制了部分顶级赞助商商业利益的最大化。

The purpose of this study was to provide some ideas for Chinese enterprises committed to becoming top sponsors of the future Olympic Games. This study analyzed the problems existing in the development of the Olympic partner programme by the methods of literature review and expert interview and the authors’ work experience,and deeply analyzed the Olympic economy based on the theories of economics,marketing and financial management to enrich and supplement domestic research on the Olympic economic field. The study showed that there are four problems in Olympic partner programme. The rate of return on sponsorship is directly related to the Olympic partnership programme. The high amount of sponsorship fees and the uncertainty of long-term investment income affect the investment intentions of sponsors. The decline in TV ratings will inevitably affect corporate exposure in the media,but the widespread acceptance of social media by the public also provides more marketing platform for sponsors. The rules of International Olympic Committee restrict the maximization of the business interests of some top sponsors.