体育赞助赢回的营销补救策略研究

Investigation of Marketing Win- back Strategies on Sport Organizations and Sponsors in China

体育组织在开发、利用和管理体育赞助时面临着极大的困难,而流失赞助商的赢回管理却是当下学界的研究空白领域之一。把关系投资、价格促销和长期合同这三种被市场普遍采用的营销策略引入研究。理论上分析了从体育赞助失败及体育组织赢回策略实施,到赞助商承诺,再到赞助商忠诚模式的演变过程。研究表明,关系赢回和长期合同赢回不但可以弥补价格赢回的缺陷,而且是体育组织赢得真正忠诚赞助商的有效工具,并为体育组织发展与体育赞助公司的动态关系,防止赞助关系破裂和改善赞助关系提供了现实途径。

Management of sports sponsorship faced great difficulties,but the research of win- back sponsors is one of the blank areas. This paper provides a critical assessment of the sponsorship remediation by examining win- back strategies of relationship,price and a long- term contract,theoretically analyzes the evolvement process from sport organizations implementing the win- back strategy,and their sponsor＇s promises to sponsor＇s loyal patterns. The results show that relationship and long- term contract is more efficient to win- back true loyal consumers. The both strategies can not only offset the limitation of dilemma plunged by price win- back,but also provide a realistic approach to improve relations of sponsor.