大型体育赛事赞助服务的研究-毕业论文.doc

分类号：  学校代码： 密  级：  学  号：  大型体育赛事赞助服务的研究 摘要 随着经济和社会的发展，居民生活水平的提高，人们对体育文化娱乐的追 求也逐渐发生了变化：越来越关注身体健康。体育赛事作为观赏性和参与性极 强的健康娱乐活动，越来越受到大众的喜爱。体育赛事作为有别于传统媒体的 一种载体，其宣传优势越来越受到社会各界的关注，也吸引了大批赞助商纷纷 解囊。而作为体育赛事组织部门，如何充分发挥好体育赛事资源的优势、服务 好赞助商是迫在眉睫的课题。服务营销学作为一门学科从市场营销学分出后， 发展相当迅速，研究成果颇丰，但大多数是对有形产品服务的研究，无形产品 服务研究中对体育赛事赞助服务的专门研究也较少，与繁荣的基础理论研究极 不相称。 本文基于服务营销学的顾客满意度和服务质量管理理论，采用了文献资料、 问卷调查和实地考察法，对体育赛事赞助服务进行了初步研究，提出了体育赛 事赞助服务的定义、基本特点和基本原则，并在此基础上分析了影响体育赛事 赞助服务的因素和当前存在的问题，提出了提高顾客满意度和服务质量评价的 基本策略和解决办法。本研究是提供一个新的研究视角，旨在起到抛砖引玉的 作用，期待更多专家学者关注。 关键词：大型体育赛事；赞助；服务；服务质量；顾客满意 I ABSTRACT With the development of the economy and society as well as the enhancement of peoples living standard, the pursuit for the sports culture and entertainment has got changed: people begin to care health more and more. As an ornamental and participant activity for health and entertainment, sports event has obtained more favor from the populace. Sports event is a media that differ from the traditional one. A great many people have been attracted by the advantages of commercial advertisement of the sports event so that much more sponsors open their purses. As the organizers of sports event, how to take advantage of all kinds of resources of sports event and provide service to the sponsors is a very emergent subject. The discipline of the service marketing develops very rapidly and produces luxuriant fruit. But most of them are about the tangible products studies. The study about the service of the sports event’s sponsorship in the intangible products studies is few yet. This is unsymmetrical compared with the prosperous development of the basic theories. This paper is based on the theories of service marketing such as the customer satisfaction and the management of service quality. It studies the sports event’s sponsorship service by using the methods of bibliography study, the questionnaire study and spot study. It puts forward the definition, basic characters and basic rules of the sports event’s sponsorship service an