【作者】 张雯雯；

【导师】 杨铁黎；

【作者基本信息】 首都体育学院 ， 体育人文社会学， 2008， 硕士

【摘要】 作为体育和经济结合的新亮点,体育赛事赞助风靡全球,成为企业的高级市场营销手段。与国外体育赞助相比我国的体育赞助市场发展晚、起点低、发展迅猛。尤其是2001年北京申奥的成功,以市场驱动为主导的体育产业正在迅猛发展,大型国际赛事登陆中国,中国诞生了历史上第一位奥组委全球合作伙伴,都给我国体育赞助市场起到催化作用。审视体育赞助市场繁荣的背后,面对体育赞助带来巨大利润的同时,随之而来的是隐藏在背后的巨大风险危机。企业体育赞助过程中会遇到哪些风险?如何去进行风险防范和处理等问题都是在发展、规范我国体育赞助市场,提高企业赞助热情、提高赞助效益所面临的现实问题。本论文采用文献资料法、访谈法、逻辑分析法、案例分析法,在对体育赞助市场风险内涵的界定基础上,以体育赞助企业行为的风险识别和风险管理策略为研究对象,采用风险识别的技术对可能影响企业赞助的宏观环境、中观环境、微观环境进行风险识别,并企图运用风险管理的方法,结合案例的分析,以期对企业防范和处理风险提供相应措施。得出以下结论并针对性的提出相应的建议:1.体育赞助与其它赞助形式相比具有自身的特征。2.体育赞助市场的风险是指:赞助双方在体育赞助系统过程中,由于客观和主观各种不可控的因素的影响,使双方的实际收益和预期收益产生一定的偏差,造成了一定的损失的可能性和综合性后果的事件。3.企业在体育赞助中的风险分为宏观环境风险、中观环境风险、微观环境风险。4.防范风险的对策和建议:企业应具备风险意识,成立专门风险管理小组;运用风险识别技术进行风险识别,在对风险全面衡量的基础上采取相应的风险处理技术控制、防范风险,最后做好风险管理评价工作,以修正风险管理方案;企业要建立一套科学的赞助评估系统;企业要充分利用媒介、中介的“桥梁”作用,密切和政府的关系,建立与体育赞助活动相配套的市场营销策略;政府部门应该完善和健全体育法规体系,减少干预,通过市场机制来促进体育赞助的发展;进一步建立和完善我国的体育经纪人制度,培养高素质的体育经纪人。更多还原

【Abstract】 As a new bright spot of integration between Physical and economic, sports sponsorship sweeps the world and becomes a senior marketing tool. Compared with foreign sports sponsorship, the marketing of China’s sports sponsorship is late and in a low starting point but with rapid development. Especially the 2001 Beijing Olympic bid’s success, the market-driven sports industry’s the rapid development, large-scaled international games held in China and the birth of the first global partnership BOCOG, all give China’s sports sponsorship market great help. Examining the prosperity of sports sponsorship market, when it brings enormous profits to sports sponsorship, at the same time it hides enormous risks. Which risks will the sports sponsorship enterprises encounter in the course of sports sponsorship? It is real problems on how to prevent and deal with the risks, how to rule the development of China’s sports sponsorship market, and how to improve the enthusiasm and efficiency of the sponsors.In this paper, the author uses literature data, interviews the experts, logic analysis, analysis cases. On the basis of the definition of sport sponsorship market risk, the author studies the risk identification and risk management strategy for sponsorship business as the research object, uses the technology of risks identification that may affect the macro corporate sponsors environment, the concept of the environment, micro-environmental risk identification, and attempted to use risk management methods, the analysis of cases, enterprises with a view to preventing and dealing with risks corresponding measures. The author comes to the following conclusions and gives related recommendations:1. Compared with other forms of sponsorship, Sports Sponsorship has its own characteristics.2. Sports sponsorship market risk is that: the actual receipts and the expected return of a certain deviation is not the same the between two sides in sports sponsorship system. The possibilities of losing some benefits and consequences of the comprehensive incident are possible because of the uncontrollable objective and subjective factors.3. The risk of sports sponsorship has Macro environmental risks, the concept of environmental risk, micro-environmental risks.4. Risk prevention measures and suggestions:Enterprise should have risk awareness, establish special risk management group; Enterprise should use risk identification technology to identify related risks, control and prevent risks and try to evaluate well and correct the risk Measurement system in the risk taken on the basis of the corresponding risk management technology; Enterprises should establish a scientific assessment of the sponsorship system; Enterprises should make full use of the media, the intermediary, make it close to the government, establish a strategy in sports sponsorship activities supporting marketing; Government should improve and perfect the sports legal system, and reduce interference, promote the development of sports sponsorship through the market mechanism; Government should further establish and perfect the system of our nation’s sports agent, train high-quality sports agent.更多还原