基于体育赛事视角的北京马拉松赛事赞助影响因素研究

Research on the Influencing Factors of Beijing Marathon Sponsorship from the Perspective of Sports Events

马拉松赛事是大众参与全民健身最优场景之一,也是赞助的主要载体。该文基于体育赛事视角对北京马拉松赛事赞助的影响因素进行研究。首先,该文采用文献资料法、PEST分析法对北京马拉松赛事赞助的宏观影响因素进行论述;其次,在赞助商层面对中观影响因素进行研究;接下来从参赛群体、赛事品牌、赛事质量三方面对北京马拉松赛事赞助的微观影响因素进行探析;最后,通过梳理三个层次的影响因素,提出进一步改善马拉松赛事赞助环境的建议,包括优化马拉松赛事发展环境,完善赞助商权益保障体系,以及不断提高赛事价值,推动全民健身。

Marathon is one of the best scenes for mass participation in national fitness,and also the main carrier of sponsorship.This paper studies the influencing factors of Beijing Marathon sponsorship from the perspective of sports events.First of all,the paper discusses the macro influencing factors of the sponsorship of Beijing Marathon with the methods of literature review and PEST analysis;Secondly,it studies the meso-influencing factors at the sponsor level;Next,it analyzes the micro influencing factors of the sponsorship of Beijing Marathon from the following three aspects:the participants,the event brand and the event quality;Finally,by sorting out the influencing factors at three levels,we put forward suggestions to further improve the sponsorship environment of the marathon,including optimizing the development environment of the marathon,improving the sponsor's rights and interests protection system,and constantly improving the value of the event to promote fitness for all.