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Imbalance and Balance

Author: LiuDengLing
Tutor: YaoWeiJun
School: Central China Normal University
Course: Administration
Keywords: cultural undertakings cultural sponsorship cultural sponsorship agency government management
CLC: G124
Type: Master's thesis
Year: 2009
Downloads: 80
Quote: 0
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Abstract


Cultural sponsorship is not a new term, because of the historical, institutional and other factors, in the development of the culture, cultural sponsorship encountered much difficulty. At this stage, cultural undertakings can no longer rely on the Government and it also can not meet the needs of the public culture. After researching in the development of the culture at home and abroad, this thesis tries to find a way for cultural sponsorship which has been relatively isolated, and make the cultural undertakings fresh in the new times.First, macroeconomic policies, laws and regulations are prerequisite for the development of cultural sponsorship. The imbalance between macroeconomic policies and microscopic expectation which make the body of the cultural sponsorship (business, personal, cultural institutions, cultural sponsorship agency) can not gain the reasonable and effective interests. Therefore, enriching the sound system of laws, regulations and policy content, strengthening the authority to raise the quality policy; importance, opening and diversity, will driving it gain development and protection in macroeconomic policies.Second, the structure and management are the protection for the development of cultural sponsorship. The shortcomings of system design and technical support make the management mistakes occurs frequently, with the altering of Modern public financial system, sponsorship Foundation, sponsorship payback system ,the government will make it possible to management diversity and social management of micro- organization.Third, the renewal of the cultural psychology is the ideological foundation of the cultural sponsorship. The attribute of ideology make the mass are lack of sponsorship and marketing. The improving of the credibility of the Government and the educational environment, establishment of diversity sponsorship brand, I think the mass will accept the sponsorship and marketing.Fourth, the open exchange of information is important for the cultural sponsorship, but many Administrative organs and the majority of the mainstream media have the intention to evade the action, because they think the deeds are "good things", so increasing the exposure of events and the theory of sponsorship, through in-depth academic research and cultural diversity of the main sponsors, such as monitoring means, will supply open communication channels to the body of cultural sponsorship.In short, with the joint efforts of the government, Cultural institutions and the public, cultural sponsorship will made outstanding contributions as the another an alternative path to cultural undertakings.

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