我国马拉松赛事赞助市场的现状、特征和问题
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摘要
在系统整理2017年我国232场马拉松赛事赞助信息的基础上,从赛事赞助商行业分布、赛事赞助商品类别、赞助商等级划分等方面呈现我国马拉松赛事赞助市场现状。认为我国马拉松赛事赞助市场的特征主要表现为:赞助热度与赛事级别关联度较小,与参赛规模关系更为密切;三四线城市赞助商独具地方特色,城市旅游带动赛事招商;细分赛事、系列赛事备受赞助商青睐。面临的主要问题:赛事赞助商行业结构不合理;赛事赞助招商两极化趋势明显;赛事赞助商稳定性较差;赛事实物赞助变现难度大。提出发展策略:优化马拉松赛事赞助结构,培育健康持续的赞助市场;打破传统赛事营销模式,丰富马拉松赛事的赞助回报方式;转变企业赞助观念,积极运用马拉松赛事赞助的多维效应;加强各方交流与协作,提高赛事赞助的资源利用。
Based on systematically arranging the sponsorship information of 232 marathon in China in 2017, the status of sponsorship market for marathon in China is presented in terms of the industry distribution, the commodity category and the classification of sponsors. The characteristics of the sponsorship market for China's marathon are mainly reflected in the low degree of association between the sponsorship and the event level, but closer relationship with the event scale; the sponsors in the third-or fourth-tier cities have unique local characteristics, and city tourism drives sponsorship investment; segment events and series events are favored by sponsors. The main problems faced are: the industry structure of event sponsors is irrational; the polarization trend of event sponsorship investment is obvious; the stability of event sponsors is poor; the realization of VIK for marathon is difficult. The development strategies are put forward: optimize the sponsorship structure for marathon, foster a healthy and sustainable sponsorship market; break the traditional events marketing model, enrich the sponsorship returns of marathon; change the concept of sponsors, actively use the multidimensional effects of sponsorship of marathon, and strengthen all parties' exchanges, increase the resource utilization for event sponsorship.
Based on systematically arranging the sponsorship information of 232 marathon in China in 2017, the status of sponsorship market for marathon in China is presented in terms of the industry distribution, the commodity category and the classification of sponsors. The characteristics of the sponsorship market for China's marathon are mainly reflected in the low degree of association between the sponsorship and the event level, but closer relationship with the event scale; the sponsors in the third-or fourth-tier cities have unique local characteristics, and city tourism drives sponsorship investment; segment events and series events are favored by sponsors. The main problems faced are: the industry structure of event sponsors is irrational; the polarization trend of event sponsorship investment is obvious; the stability of event sponsors is poor; the realization of VIK for marathon is difficult. The development strategies are put forward: optimize the sponsorship structure for marathon, foster a healthy and sustainable sponsorship market; break the traditional events marketing model, enrich the sponsorship returns of marathon; change the concept of sponsors, actively use the multidimensional effects of sponsorship of marathon, and strengthen all parties' exchanges, increase the resource utilization for event sponsorship.
引文
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[17]JONATHAN A JENSEN,CORNWELL T BETTINA.Why do marketing relationships end?Findings from an integrated model of sport sponsorship decision-making[J].J Sport Manage,2017,31:401-418.
[18]LEVIN ARON M,BEASLEY FRED,GAMBLE TOM.Brand loyalty of NASCAR fans towards sponsors:The impact of fan identification[J].Int J Sports Marketing and Sponsor,2004,6(1):7-17.
[19]LEVIN ARON M,JOINER CHRIS,CAMERON GARY.The impact of sports sponsorship on consumers’brand attitudes and recall:The case of NASCAR fans[J].J Current Issues Res Adv2001,23(2):23-31.
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(1)在本文的统计中将银行、保险、证券、投资等归为“金融”,将地产公司、酒店归为“房地产”。
[2]蔡俊五,赵长杰.体育赞助:双赢乊策[M].北京:人民体育出版社,2001:353-354.
[3][英]戴维·雷栺.有效运用赞助[M].向书坚译.上海:上海进东出版社,1998:17-18.
[4]高守东.中外顶级网球赛事赞助市场比较分析——以中网、澳网为例[J].体育与科学,2013,34(2):94-98.
[5]黄晓灵.体育经济学[M].重庆:西南师范大学出版社,2008:193.
[6]李建军.体育赞助营销对品牌资产的影响[M].北京:经济管理出版社,2011:60.
[7]李屹松.体育赞助关键成功因素研究[M].北京:北京体育大学出版社,2014:36-41.
[8]林俐,乔凤杰.国际田联路跑标牌赛事10年回顾(2008-2017)[J].体育科学,2018,38(3):90-97.
[9]沈佳.体育赞助[M].上海:复旦大学出版社,2012:59-60.
[10]唐唯珂.解码WMM身后的“金主们”[N].21世纪经济报道,2017-01-23(06):2016中国马拉松赞助商报告.
[11]徐玖平,朱洪军.赛事赞助对企业品牌资产影响的实证研究[J].体育科学,2008,28(9):45-50.
[12]中国田径协会.数说2017中国马拉松:全年1102场498万人次参赛[EB/OL].[2018-01-25].http://www.athletics.org.cn/marathon/news/2018-01-25/528380.html.
[13]ESP.What Sponsors Want and Where Dollars Will Go in2018[R].2018.
[14]GI-YONG KOO,QUARTERMAN JEROME,FLYNN LEISA.Effect of perceived sport event and sponsor image fit on consumers’cognition,affect and behavioral intentions[J].Sport Market Q,2006,15(2):80-90.
[15]GWINNER KEVIN P.,EATON,JOHN.Building brand image through event sponsorship:The role of image transfer[J].J Adv,1999,28(4):47-57.
[16]INTERNATIONAL EVENTS GROUP.Sponsorship Spending on Endurance Sports to Total$125 Million in 2016[EB/OL].http://www.sponsorship.com/Latest-Thinking/Sponsorship-Info graphics/Sponsorship-Spending-on-Endurance-Sports-to-Total-.aspx.
[17]JONATHAN A JENSEN,CORNWELL T BETTINA.Why do marketing relationships end?Findings from an integrated model of sport sponsorship decision-making[J].J Sport Manage,2017,31:401-418.
[18]LEVIN ARON M,BEASLEY FRED,GAMBLE TOM.Brand loyalty of NASCAR fans towards sponsors:The impact of fan identification[J].Int J Sports Marketing and Sponsor,2004,6(1):7-17.
[19]LEVIN ARON M,JOINER CHRIS,CAMERON GARY.The impact of sports sponsorship on consumers’brand attitudes and recall:The case of NASCAR fans[J].J Current Issues Res Adv2001,23(2):23-31.
[20]MARC M,AMIR R.Are sponsorship announcements good news for the shareholders?Evidence from international stock exchanges[J].J Academy Market Sci,2013,41(5):586-600.
[21]MCDONALD C.Sponsorship and the Image of the Sponsor[J].Eur J Market,1991,25(11):31-38.
(1)在本文的统计中将银行、保险、证券、投资等归为“金融”,将地产公司、酒店归为“房地产”。