文化赞助的双赢模式探索——基于M&G赞助RHS切尔西花展的案例

Exploration of Win-Win Collaboration Mode of Cultural Sponsorship:A Case Study of M&G Investments’Sponsorship at RHS Chelsea Flower Show

来自私人企业的文化赞助日益成为大型公益性文化活动的重要资金来源。为揭示稳定双赢的文化赞助关系的运营模式,文章以M&G基金管理公司对RHS切尔西花展的长达十年的赞助为案例,从赞助对象策略与赞助方策略两方面分析了该案例的成功之处。所得结论是:为实现双赢,赞助对象应保障活动的高质量与高曝光率;而赞助方应多策划高介入度的消费者互动活动、致力于提升活动的总体参与度与社会价值,这有利于提升赞助关系的契合度,促成赞助品牌的形象优化。

Sponsorship from private enterprise has increasingly become an important source of funding for non-profit cultural activities.In order to reveal the stable and win-win collaboration pattern of cultural sponsorship,this paper takes M&G Investments’ten-year sponsorship of RHS Chelsea Flower Show as an example,and analyzes the success of this case based on both the strategies adopted by the sponsored organization and those of the sponsor.The conclusion is that the sponsored organization should guarantee the high quality and high exposure rate of the activity to guarantee the win-win of both parties.On the other hand,the sponsor should plan more highly-participated consumer interaction activities to enhance the overall participation and social value of the sponsored event,which in turn contributes to a higher fit of between the sponsor and the sponsored event and facilitates the image improvement of the sponsor’s brand.