我国体育赞助现状问题及对策.pdfVIP

我国体育赞助的现状问题及对策分析 摘 要 体育赞助是体育经济活动的重要内容之一。现代意义上的体育赞助在西方发达 国家已经有100多年的历史，在我国则开始于20世纪80年代。纵观国际奥委会最 近 10 多年的历史和西方发达国家体育赞助的发展历程，体育赞助在推动体育事业 和国民经济发展方面起到了很重要的作用，因此，研究和推动我国体育赞助，对于 企业和国民经济的发展都有很重要的意义。目前，我国体育赞助存在如下问题：体 育赞助商队伍不稳定，短期效应现象比比皆是，而且有增无减，体育赞助是慈善活 动，不能进入企业产品成本，政府对体育赞助的干预，企业在体育赞助中的定位不 当等，这些均是困扰我国体育赞助能否沿着规范化，专业化健康发展的直接因素， 并据此对其提出相应的对策。 关键词: 体育赞助, 现状分析, 对策 I 我国体育赞助的现状问题及对策分析 ABSTRACT P.E. sponsoring is one of the most important economic activities in the P.E. The P.E. sponsoring started in the 80s of 21st country, but it had more than 100 years history in the west. According to the recent 10 years history of the IOC and the development of the P.E. sponsoring activities in the developped countries. It played an important role in promoting the P.E. project and the development of the country economy. Thereby, investigating and promoting the P.E. sponsoring activities in China may be significative to the development of the corporations and country economy. Nowadays, there did exist many problems existing in Chinese P.E sponsoring including the unstable groups which sponsor the athletic sports and the increasing tendency of the short-term effects. P.E. sponsoring became philanthropic activities and cannot be counted, the interposition of the government, enterprise having the improperty of P.E.sponsoring in marketing position and development of Chinese P.E sponsoring market towards standardization and specification. So I put forward the corresponding strategies to solve these problems. Keywords: P.E sponsoring, Condition analyze , Corresponding strategies