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Construction of sports sponsorship evaluation index system

Author: LiuBo
Tutor: ZouYuLing
School: Nanjing Normal University
Course: Physical Education
Keywords: Sports Sponsorship Assess Index system
CLC: G80-05
Type: Master's thesis
Year: 2006
Downloads: 404
Quote: 2
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Abstract


With the diversion of the development of society , the media , sports sponsorship has become an important means of enterprise marketing , sports sponsorship and even become a defeated opponent, fight for a magic weapon for one of the larger living space . Sports sponsorship activities of the enterprises there are still a lot of risk , assessment of sports sponsorship is particularly important . Therefore explore the impact indicators in sports sponsorship activities and its proportion of the sports sponsorship , corporate sports sponsorship , successfully completed an important significance . This paper first introduces the concept of sponsorship and sports sponsorship system , sports sponsorship evaluation should consider some of the problems and difficulties , then the use of literature , questionnaire , Patel illegal and other research methods , design contains three level indicator , nine secondary indicators , the 22 three indicators sports sponsorship evaluation system , the last use of the analytic hierarchy process to determine the rights of indicators at all levels re- build the mathematical model of the sports sponsorship evaluation system and fuzzy evaluation method . This study through sports sponsorship evaluation system to measure the sports sponsorship activities , to provide a reference for sponsorship next time . It is not only whether the sponsors of sports sponsorship decision-making provides a theoretical basis for sponsors to secure sponsorship support also has some significance .

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CLC: > Culture, science,education, sports > Sports > Sports theory > The relationship between sports and other disciplines
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