江苏马拉松赛事赞助特征分析——基于41场认证赛事

An Analysis of the Sponsorship Characteristics of Jiangsu Marathon ——Based on 41 Certified Events

在获取2018年江苏省41场认证赛事的赞助信息的基础上,运用文献资料法、数理统计法、专家访谈法等方法,从赞助企业数量、赞助企业类型、赞助商主营业务和赞助商体系等4个方面进行分析,总结出江苏马拉松赛事赞助具有赞助热度与赛事级别关联度较大;赞助商独具地方特色;细分赛事备受赞助商青睐等特征,存在着赞助权益受限,媒体宣传不足;赞助商行业分布不合理;赞助商稳定性差等问题,并据此提出了细化权益分级、优化赞助结构和强化赞助稳定性的建议,以期为江苏马拉松的赞助市场提供参考。

On the basis of obtaining the sponsorship information of 41 certified events in 2018 in Jiangsu Province,by using the methods of literature,mathematical statistics and expert interview,this paper analyzes the number of sponsorship enterprises,types of sponsorship enterprises,main business of sponsors and sponsor system,and concludes that the sponsorship of Marathon events in Jiangsu Province has a great correlation with the event level The sponsor has its own local characteristics;the subdivisional events are favored by the sponsors,and there are some problems such as limited sponsorship rights and interests,insufficient media publicity,unreasonable distribution of the sponsor industry,and poor stability of the sponsors.Based on this,the paper puts forward some suggestions to refine the rights and interests classification,optimize the sponsorship structure and strengthen the stability of the sponsorship,so as to provide reference for the sponsorship market of Jiangsu marathon.