我国体育赞助现状与发展对策研究
摘要
体育赞助对发展体育产业、繁荣体育市场、拓宽体育资金投入渠道和做好企业营销有着重要的作用,成为近些年我国经济和体育领域内备受关注的热点,受到党和政府的高度重视,《中共中央国务院关于进一步加强和改进新时期体育工作意见》曾对我国的体育赞助活动做出过重要指示。
体育赞助涉及的面比较广,如果不从全面系统的角度去进行研究,难以揭示体育赞助的本质。本文通过对国家体育总局、体育总局各项目管理中心、国内部分体育俱乐部、赞助企业、中介机构、高校和科研院所进行的访谈调查,运用管理学、体育学、市场营销学、经济学有关理论,采用比较分析和实证结合的方法,对我国体育赞助的现状进行了深入分析,并结合发达国家体育赞助的经验,对今后我国体育赞助发展方向进行了全方位的研究与探讨。
本文以经济学、管理学和市场营销学理论为基础,论述了体育赞助的作用与特征,明确了体育赞助的主要形式和运作过程,阐释了企业运用体育赞助进行营销活动的理论基础,分析了媒体和体育中介机构在体育赞助中的重要作用。
对体育赞助发展历程的研究显示,我国体育赞助发展经历了三个阶段,即探索阶段(80年代初期-1992)、初步发展阶段(1993-2000)和加快发展阶段(2001至今),经过二十几年的时间,我国体育赞助全面发展,在经济和体育领域内的影响力越来越大。现阶段,我国经济持续快速发展,体育的社会影响力不断提高,我国运动员在各项比赛中取得了突出的成绩,并积累了丰富的体育无形资产,国内外企业已经认识到了体育是开拓我国市场的有效载体,加上媒体资源对体育的大量介入,这些都为我国体育赞助发展提供了一定的优势条件。尽管如此,我国体育赞助仍然存在一些问题,表现在体育赞助市场规模偏小,还不能满足体育社会化和产业化发展的需要,体育赞助市场秩序也有待进一步的规范等。研究显示,形成这些问题的原因在于政府政策支持力度不够,对体育赞助市场有效监管不力,体育市场资源开放性程度不高,体育组织营销意识缺乏,企业体育赞助应用不成熟,缺乏专业人才以及科研滞后等。
本文对国内外的体育赞助管理、大型赛事赞助运作、企业体育赞助应用方面进行了比较,全面分析了我国与发达国家的差距,指出了一些需要改进的环节。
本文根据全面的分析研究,提出了我国体育赞助发展对策。首先,政府有关部门应该从加大对体育赞助市场的监管力度、为体育赞助行为提供优惠的税收政策、培养体育人才以及加大科研力度几方面入手,为体育赞助营造良好的发展环境;其次,体育组织应该摒弃计划经济时期的陈旧观念,树立全员体育赞助营销意识,充分发挥媒体和体育中介机构的力量,通过提升赛事品牌和运动员无形资产价值等手段改进体育赞助营销管理;最后,为提高体育赞助应用水平,我国企业在体育赞助运作过程中,应依据科学的方法和手段,对赞助对象进行准确定位,选择合理的体育赞助策略,有效规避体育赞助风险,提升对赞助的参与程度,创新体育赞助模式,并重视体育赞助效果评估。
Sports sponsorship plays a very important role in developing sports industry, prospering sports market and expanding the channel of sports funds and paving for business marketing. It has recently become a hot issue in the arena of China’s Economy and China’s sports, and great importance has been attached by the Party and the Central Government.
The sports sponsorship covers a lot of areas. The fundamental reasons for the problems arisen in China’s sports sponsorship can not be dug out if the research is not be conducted thoroughly and systematically.The dissertation fully analyzes the big problems in the development and management of China’s sports sponsorship and the fundamental reasons for these problems. And then based on these the dissertation puts forward the corresponding countermeasures so as to provide references for the theory and practice of China’s sports sponsorship.From many talks and investigations conducted among the General Administration of Sports of China (GASC), project management centers of the GASC, some sports clubs, enterprises, agents, universities and institutions the dissertation makes an in-depth analysis of the current situation of China’s sports sponsorship development and management by means of comparison and demonstration using the theories of management, sports, marketing and economics and also makes a multi-dimensional discussion of its development and improvement.
The dissertation did a research on the general theory of sports sponsorship. It said that the development of sports sponsorship is conducive to the increase of social well-being with its businesslike and exterior characteristics from the perspective of economics. It said that the management of sports sponsorship is bound to be planned as a whole and effectively avoid risks with its characteristic of systematization and risks from the perspective of management. It also said that sports sponsorship takes a unique advantage over business marketing. The integration of marketing theory with brand management is the theoretical foundation of business application of sports sponsorship. Sports sponsorship has the characteristic of long duration and pluralism, which is different from other marketing methods such as ads.
From the research on the current situation of sports sponsorship, it can be found that there are some easily found problems in China’s sports sponsorship. It shows that the market of sports sponsorship is to be standardized which means that the market is small-scaled and sponsoring business is not stable and the structure of sports sponsorship is not rational enough. Based on the investigation results and the analysis of documentation, problems arise from such factors as inadequate supervision of sports sponsorship, lack of essential policy support, lack of marketing consciousness of sports organizations, low management of sports sponsorship, lack of talents in sports management, ignorance of research on the theory of sports sponsorship and of international advanced experience as well as lower efficiency of businesses in sports sponsorship.
The development of sports sponsorship in foreign countries has gone into a steady growth period from a jumping growth one. The sports sponsorship has taken on some new trends, eg. emergence of new model of sponsorship, fast expansion of sports sponsorship’s connotation and extension, the transformation of large-scale business’sponsorship from“Ads”to“Projects”, more distinctness of long-term sponsorship, and the more complexity of sportsmen rights and interests allocation. As to the current situations of the development and management of China’s sports sponsorship, the dissertation has done a comparative research between China and foreign developed countries in market management of sports sponsorship, sponsorship operation of large scale games, business applications of sports sponsorship, etc. According to gaps between developed countries, the dissertation puts forward some improvement which is in a dire need.
By overall analysis, the dissertation brings forward some countermeasures for the development and management of China’s sports sponsorship: The government should create a favorable development environment for sports sponsorship from such perspectives as increasing its power to supervise the market of sports sponsorship, providing preferential taxation policy for sports sponsorship, training sports talents and strengthening theoretical study. Sports organizations should abolish obsolete ideas in planned economy, build up the marketing concept of everyone’s sports sponsorship, take full use of power of media and sports agents and enhance marketing level of sports sponsorship by promoting brand value of games as well as sportsman’s value. In the operation process of sports sponsorship, businesses, with reference of successful experience home and abroad, have to take rational strategy of sports sponsorship to innovate its model by scientific methods of management.
体育赞助涉及的面比较广,如果不从全面系统的角度去进行研究,难以揭示体育赞助的本质。本文通过对国家体育总局、体育总局各项目管理中心、国内部分体育俱乐部、赞助企业、中介机构、高校和科研院所进行的访谈调查,运用管理学、体育学、市场营销学、经济学有关理论,采用比较分析和实证结合的方法,对我国体育赞助的现状进行了深入分析,并结合发达国家体育赞助的经验,对今后我国体育赞助发展方向进行了全方位的研究与探讨。
本文以经济学、管理学和市场营销学理论为基础,论述了体育赞助的作用与特征,明确了体育赞助的主要形式和运作过程,阐释了企业运用体育赞助进行营销活动的理论基础,分析了媒体和体育中介机构在体育赞助中的重要作用。
对体育赞助发展历程的研究显示,我国体育赞助发展经历了三个阶段,即探索阶段(80年代初期-1992)、初步发展阶段(1993-2000)和加快发展阶段(2001至今),经过二十几年的时间,我国体育赞助全面发展,在经济和体育领域内的影响力越来越大。现阶段,我国经济持续快速发展,体育的社会影响力不断提高,我国运动员在各项比赛中取得了突出的成绩,并积累了丰富的体育无形资产,国内外企业已经认识到了体育是开拓我国市场的有效载体,加上媒体资源对体育的大量介入,这些都为我国体育赞助发展提供了一定的优势条件。尽管如此,我国体育赞助仍然存在一些问题,表现在体育赞助市场规模偏小,还不能满足体育社会化和产业化发展的需要,体育赞助市场秩序也有待进一步的规范等。研究显示,形成这些问题的原因在于政府政策支持力度不够,对体育赞助市场有效监管不力,体育市场资源开放性程度不高,体育组织营销意识缺乏,企业体育赞助应用不成熟,缺乏专业人才以及科研滞后等。
本文对国内外的体育赞助管理、大型赛事赞助运作、企业体育赞助应用方面进行了比较,全面分析了我国与发达国家的差距,指出了一些需要改进的环节。
本文根据全面的分析研究,提出了我国体育赞助发展对策。首先,政府有关部门应该从加大对体育赞助市场的监管力度、为体育赞助行为提供优惠的税收政策、培养体育人才以及加大科研力度几方面入手,为体育赞助营造良好的发展环境;其次,体育组织应该摒弃计划经济时期的陈旧观念,树立全员体育赞助营销意识,充分发挥媒体和体育中介机构的力量,通过提升赛事品牌和运动员无形资产价值等手段改进体育赞助营销管理;最后,为提高体育赞助应用水平,我国企业在体育赞助运作过程中,应依据科学的方法和手段,对赞助对象进行准确定位,选择合理的体育赞助策略,有效规避体育赞助风险,提升对赞助的参与程度,创新体育赞助模式,并重视体育赞助效果评估。
Sports sponsorship plays a very important role in developing sports industry, prospering sports market and expanding the channel of sports funds and paving for business marketing. It has recently become a hot issue in the arena of China’s Economy and China’s sports, and great importance has been attached by the Party and the Central Government.
The sports sponsorship covers a lot of areas. The fundamental reasons for the problems arisen in China’s sports sponsorship can not be dug out if the research is not be conducted thoroughly and systematically.The dissertation fully analyzes the big problems in the development and management of China’s sports sponsorship and the fundamental reasons for these problems. And then based on these the dissertation puts forward the corresponding countermeasures so as to provide references for the theory and practice of China’s sports sponsorship.From many talks and investigations conducted among the General Administration of Sports of China (GASC), project management centers of the GASC, some sports clubs, enterprises, agents, universities and institutions the dissertation makes an in-depth analysis of the current situation of China’s sports sponsorship development and management by means of comparison and demonstration using the theories of management, sports, marketing and economics and also makes a multi-dimensional discussion of its development and improvement.
The dissertation did a research on the general theory of sports sponsorship. It said that the development of sports sponsorship is conducive to the increase of social well-being with its businesslike and exterior characteristics from the perspective of economics. It said that the management of sports sponsorship is bound to be planned as a whole and effectively avoid risks with its characteristic of systematization and risks from the perspective of management. It also said that sports sponsorship takes a unique advantage over business marketing. The integration of marketing theory with brand management is the theoretical foundation of business application of sports sponsorship. Sports sponsorship has the characteristic of long duration and pluralism, which is different from other marketing methods such as ads.
From the research on the current situation of sports sponsorship, it can be found that there are some easily found problems in China’s sports sponsorship. It shows that the market of sports sponsorship is to be standardized which means that the market is small-scaled and sponsoring business is not stable and the structure of sports sponsorship is not rational enough. Based on the investigation results and the analysis of documentation, problems arise from such factors as inadequate supervision of sports sponsorship, lack of essential policy support, lack of marketing consciousness of sports organizations, low management of sports sponsorship, lack of talents in sports management, ignorance of research on the theory of sports sponsorship and of international advanced experience as well as lower efficiency of businesses in sports sponsorship.
The development of sports sponsorship in foreign countries has gone into a steady growth period from a jumping growth one. The sports sponsorship has taken on some new trends, eg. emergence of new model of sponsorship, fast expansion of sports sponsorship’s connotation and extension, the transformation of large-scale business’sponsorship from“Ads”to“Projects”, more distinctness of long-term sponsorship, and the more complexity of sportsmen rights and interests allocation. As to the current situations of the development and management of China’s sports sponsorship, the dissertation has done a comparative research between China and foreign developed countries in market management of sports sponsorship, sponsorship operation of large scale games, business applications of sports sponsorship, etc. According to gaps between developed countries, the dissertation puts forward some improvement which is in a dire need.
By overall analysis, the dissertation brings forward some countermeasures for the development and management of China’s sports sponsorship: The government should create a favorable development environment for sports sponsorship from such perspectives as increasing its power to supervise the market of sports sponsorship, providing preferential taxation policy for sports sponsorship, training sports talents and strengthening theoretical study. Sports organizations should abolish obsolete ideas in planned economy, build up the marketing concept of everyone’s sports sponsorship, take full use of power of media and sports agents and enhance marketing level of sports sponsorship by promoting brand value of games as well as sportsman’s value. In the operation process of sports sponsorship, businesses, with reference of successful experience home and abroad, have to take rational strategy of sports sponsorship to innovate its model by scientific methods of management.
引文
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