我国马拉松赛事商业赞助效益及存在问题分析

Analysis on Benefits and Problems of Commercial Sponsorship of Marathon Events in China

从赞助商视角出发,采用文献资料法,结合实际现状,对我国马拉松赛事商业赞助的赞助效益和存在问题进行分析,为企业从事赛事赞助活动提供建议。结论:当前我国马拉松赛事赞助监管体系不健全,赛事赞助量化水平和稳定性有待提升,建议从规范赞助管理体系、丰富品牌推广、优化市场生态体系、加强赞助可持续发展等方面进行完善。

From the perspective of sponsors,the literature method is used to analyse the sponsorship benefits and problems of commercial sponsorship of marathons in China,taking into account the actual current situation,and to provide suggestions for enterprises to engage in event sponsorship activities.Conclusion:At present,China's marathon sponsorship supervision system is not sound,and the quantitative level and stability of event sponsorship needs to be improved.It is recommended that the sponsorship management system be standardised,the brand promotion be enriched,the market ecological system be optimised and the sustainable development of sponsorship be strengthened.