国内赞助商面对奥运会赞助：馅饼还是陷阱？

Olympic Sponsorship to China's Local Sponsors: Pie or Pit ?

投稿时间：2008-09-05

DOI：

英文关键词:the Olympic Games sponsorship target resource experience

基金项目:第二十九届奥林匹克运动会科学大会入选论文

作者	单位
俞琳	上海师范大学　体育学院

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中文摘要:

借助定性研究方法，在简要梳理奥运会赞助相关知识的基础上，结合以往奥运赞助市场的个例以及北京奥运会部分国内赞助商的作为，依托于市场营销学中体验营销、管理学中资源基础观等相关理论知识，宏观层面地分析认为，国内赞助商在运作奥运赞助权时应从多处着手实现赞助价值，尤其要注意具体化赞助目标、实践资源观视角、关注为目标群体提供体验等方面。

英文摘要:

By the method of qualitative research and based on the relative knowledge of Olympic sponsorship, the paper analyzes the previous cases of Olympic sponsorship and the cases concerning the local sponsors of the Beijing Olympic Games according to the relative theories of experience marketing in marketing and the resource-based view in management science. The analysis at the macro-level shows that the local sponsors should do their best to realize the sponsorship value, to materialize their objects, taking resource-based view in practice and to provide experience for target groups.

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