目标导向型的体育赛事赞助评估体系构建研究

Research on the Construction of Evaluation System of Objective-oriented Sport Event Sponsorship

体育赛事赞助的评估一直被认为是一大难题,不论是体育赛事主体还是企业都必须要认识到一点,即没有一种评估方式可以验证涵盖所有赛事的赞助效益,即使是同一类的赞助活动,也可以用不同的评估指标来评价。企业应根据自身的赞助目标选择最合适的方式来实施赛事赞助。从赛事赞助的多元化角度出发,在回顾和分类汇总体育赞助评估理论的基础上,构建了以赛事、企业、吻合度、形象提升、直接和间接回报为主要评价指标的体育赛事赞助评估体系。

Evaluation of sport event sponsorship has been always considered as a major challenge. Both the sport events and the enterprises should realize that none of the evaluation methods can verify all the sponsoring benefits of sport event, even if the same type of sponsoring activities can also be evaluated by various evaluation indicators. So enterprises should select the most ap- propriate way to sponsor the sport event according to their sponsor target. From the perspective of diversified sport event spon- sorship, and based on revision, classification and summarization of evaluation theory of sports sponsorship, this article con- structs the sports sponsorship evaluation system which contains sport event, enterprise, alignment, image promotion, direct and indirect returns as the main evaluation indicators.