长三角地区高校体育赛事赞助影响因素的实证研究

The Practical Research on Influence factors of College Sports Sponsorship

以2010年~2016年浙、沪、苏3地承办国际和国内大型赛事的高等院校中筛选出28所高校以及12家赞助企业。结论:影响企业对高校体育赛事赞助的主要因素是:赛事等级、学校影响力、传统关系、上级行政指令、公司营销策略、收益预期;高校在选择企业赞助时,应寻求能够达成双赢的企业获取赞助合作;在当前企业对赞助效果不明晰的情况下,要努力提高赛事的组织能力和运作效率,给予赞助企业优惠政策,以期提高企业的赞助收益率。

The article selected 28 colleges from Shanghai,Zhejiang and Jiangsu and 12 enterprises in Hangzhou from 2010 to 2016. The main factors which will influence enterprises to sponsor college sports： competition level,school influence,traditional relationship,superior administrative instruction,marketing strategy,prospective yield; during the selection of sponsorship,universities should seek a win-win sponsor cooperation with corporations. Under the circumstances of unclear sponsor effect for the corporations,efforts should be made to improve the organizing ability and the operational efficiency. The sponsoring enterprises preferential policy should be provided to corporations so as to enhance the sponsorship yield rate.