体育赛事赞助营销资源销售组合方式研究.pdfVIP

南京体育学院学报 Journal 01 Nanjing Institute 01 Physical Education 博士论坛 体育赛事赞助营销资源销售组合方式研究 李轶君，姚颂平 (上海体育学院，上海 200438) 摘 要:采用文献法、专家调查法、调查问卷法和深度访谈法，结合国内外学者对于体育 赛事赞助及营销的相关理论，对体育赛事赞助营销资源销售组合方式这一研究目标进行研究。 研究结果表明:赞助商对赞助资源销售组合方式的偏好，主要受到赞助商对于赛事赞助营销的 定位，赞助商的赛事赞助营销经验这两方面因素的影响。按需定剖类销售组合方式能够满 足赞助企业的特殊需求。尽管按需定制类销售组合方式最能满足赞助商需求，但是由于 企业的赛事营销定位，赛事赞助营销经验是否丰富等因素影响，许多赞助商企业暂时无法采取 按需定制类销售组合方式。 关键词:赞助;营销资源;销售组合方式;特殊需求 中图分类号: G80 -05 文献标识码 :A 文章编号: 1008 - 1909 ( 2012 ) 04 - 0019 - 05 Research on Sponsors Demand of Sports Event Sponsorship Packages LI Yi - jun I Yao Song - ping ( Shanghai Institute of P. E I Shanghai 200438 , China) Abstract: This article conducts an empirical research on sponsor毡， demand of sports event sponsorship packages I ap? plying research methods of literature review , Delphi study , questionnaíre , íntervíew , and research output from inter? national study on sports event sponsorship and marketing , as well as corporate marketing document from the interview? ee enterprises. The results revealed that the two factors of sponsorship positioning and sponsorship experience of the sponsors will influence the sponsors preference on choosing sponsorship packages. The tailor - made sponsorship package is ideal for meetíng various speeial demands from the sponsors j however , the applieation of thís paekaging method ís undermíned by factors of sponso凹， sponsorshíp posítíoning and sponsorshíp experíenee. That I s why cur? rently many sponsors cant aecept the taílor-made sponsorshíp packages. Key