【作者】 孙禹；

【导师】 靳英华；

【作者基本信息】 北京体育大学 ， 体育管理学， 2007， 硕士

【摘要】 在经济全球化和市场竞争环境日益激烈的今天,品牌产品的多寡不仅反映了一个国家的综合经济实力,而且对企业也具有非常重要的意义。本文运用文献资料法、实地调研法、专家访谈法、逻辑分析法对我国企业通过体育赞助提升品牌价值的若干理论和实践问题进行较为深入的分析,得出如下结论:1.体育赞助对提升企业品牌价值的作用主要表现在:提升品牌的知名度、认知度、忠诚度;建立品牌联想;强化品牌形象;促进销售;提高产品质量。2.在我国目前的体育赞助中存在的主要问题是:体育主管部门的管理普遍存在着政企不分、政事不分的现象,其后果是不利于提高体育赞助的整体效益,同时还会浪费许多可开发的体育资源;企业在体育赞助中存在短期行为,对于体育赞助的长期性特点认识不足;专业体育中介人才匮乏,导致国内体育资源的流失;相关法律、法规缺位,致使出现问题时往往无法可依。这些问题的存在对于企业通过体育赞助提升品牌价值是非常不利的。基于上述结论,本文提出的对策是:第一,企业应高度重视国家体育总局在2006年颁布的《体育事业“十一五”规划》和《体育产业“十一五”规划》。因为,这两个规划为企业进行体育赞助创造了有利的政策环境。第二,随着人民群众生活水平的提高,越来越多的人意识到体育锻炼的重要性,企业应审时度势,加强对群众体育活动的赞助。第三,企业应根据竞技体育与群众体育、单项赛事与综合性运动会、联赛与俱乐部、运动队、协会、运动员、体育场馆等不同的赞助对象,选择与自身产品或品牌相符的对象进行赞助。第四,体育组织要转变观念,大力开发体育资源,注重维护企业利益和建立赞助的“双赢”意识。第五,有关部门应尽快完善体育赞助的相关法律法规,为企业通过体育赞助,提升品牌价值创造有利的制度环境。更多还原

【Abstract】 Today,the economy globalizes,and the environment of the market competition intenses day by day.How many the brand products there are not only reflects a nation’ s economic potentiality,but also has the extremely vital significance to the enterprises.This article utilizes the law of the literature material,investigation on the spot,the expert interview,and the logical analysis,carries on a thorough analysis about certain theories and the practical question on the sports sponsorship promoting the brand value of the enterprises in our country,and draws the following conclusion:1.The effect of sports sponsorship does on upgrading the brand value of enterprises is shown in aspects as exalting brand popularity,brand knowledge,brand loyalty,establishing brand association and enhancing brand image.2.The main problem existing with present sports sponsorships are:in the administration of sports authority departments,tasks of government and corporations are not separated.The result of this is that the whole effect of sports sponsorship can’ t be improved,and meanwhile a lot of sports resources are being wasted.Most of the sports sponsoring of enterprises are short term behaviors without a deep understanding of the characteristics about long term sponsorship.There are not enough professional sports agents,which leads the lost of domestic sports resources.Lacking of related bylaws and regulations results in no law to rely on when conflicts happen.All these problems influenced the brand value of enterprises in a bad way.Based on the analysis above,the suggestion we provide here are:First, enterprises should pay much attention to "the 11th five-year plan of sports " and "the 11th five-year plan of sports industry" issued by General Administration of Sport of China.These two plans create favorable policy circumstance for enterprises involving in sports sponsorships.Secondly,as the improvement of the living standard of average people,more and more citizens realize the importance of exercises.Enterprises should reinforce their sponsoring on mass sports according to the changing of people and environment.Thirdly,aiming at different objects such as competitive sports,mass sports,single event matches,comprehensive games,professional leagues,clubs,federations, players and sports venues,enterprises should choose those whose images are applying to its own brand or product for sponsoring.Fourthly,sports organizations should change their way of seeing things by developing sports resources,paying more attention to protect the benefit of enterprises and establishing a consciousness of "double-win".Lastly, related authorities should work more on bylaws and regulations about sports sponsorship to provide a steady foundation for those enterprises who are looking forward to upgrade their brand value through sports sponsorship.更多还原