国外大型体育场馆冠名权开发研究及启示

The Development and Enlightenment of Large-scale Stadium Naming Rights Overseas

采用逻辑分析法、数据统计法等对国外大型体育场馆冠名权开发现状进行分析。国外大型体育场馆冠名权开发数量多、冠名权开发赞助额度大、冠名权开发冠名期限长、冠名权开发赞助商来源广,但存在商业化过度、冠名难度大、冠名风险高等问题。启示:注重资质评估,制定负面清单管理制度;重视新建场馆冠名权开发,制定合理营销策略;优化市场环境,合理开发无形资产;加强战略合作,整合商业资源;注重冠名合同研究。

The paper mainly focuses on analyzing the development status of the large-scale stadiums naming rights by the methods of logic analysis, data statistics and so on. It shows that the naming rights of large-scale sports stadiums overseas have features as follows： they are large in quantity, there are huge amount of sponsorships, the time for the sponsor on products last long time, and the types of the sponsors come from variety of fields. However, problems such as excessive commercialization, difficulty in naming names and high risk in using the naming rights. The enlightenment is as follows： pay attention to qualification assessment to formulate management system of list of exclusions; Develop naming rights of new venues, establish reasonable marketing strategies; optimize the market environment and develop the intangible assets rationally; strengthen strategic cooperation and integrate commercial resources; constant study on constract of naming rights.