基于体育赛事多维属性下的赞助行为

Study on the Sponsorship Behavior Based on the Multi-Property Sport Events

投稿时间：2011-04-27

DOI：

英文关键词:sport event property sponsorship

基金项目:上海体育学院体育赛事研究中心2009年度资助项目

作者	单位
骆雷	武汉体育学院

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中文摘要:

采用文献资料法、专家访谈法、逻辑分析法等研究方法，梳理总结体育赛事及体育赛事赞助的概念、属性及类别。根据体育赛事的多维属性及其分类，对体育赛事赞助资源的特点进行归纳和比较，并从两个角度对赛事多维属性下的赞助行为进行了分析：赞助目标选择、赞助资源的分割与组合。

英文摘要:

By the ways of document consultation, expert interview and logic analysis, the article sums up the concepts, properties and categories of sport events and sport events sponsorship. According to the multi-property and categories of sport events, the article summarizes and compares the characteristics of the resources of sport event sponsorship and analyzes the sponsorship behavior based on the multi-property sport events of the two angles of sponsorship object selection and sponsorship resources’ segmentation and combination.

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