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The Investigation Research on the University Student in ChangChun City to the Sports Sponsor Congnition

Author: HuangZhaoZuo
Tutor: ZhiErLin
School: Northeast Normal University
Course: Humane and Sociological Science of Sports
Keywords: Changchun City students Sports Sponsorship Awareness
CLC: G80
Type: Master's thesis
Year: 2006
Downloads: 316
Quote: 0
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Abstract


College students, is to create the main force of the future, and further the rejuvenation of the Chinese nation. College students received educational campus environment as well as the age of the special psychological characteristics, so that they have their own unique consumer psychology and consumer behavior. College students is a potential consumer groups, the most advocacy young fashion brand personality. The university campus is a place where students, teachers focused, this group is the most spending power, they are going into the community and jobs, so they are the sponsor needs careful cultivation of potential consumers, let Sponsored the brand become college students are familiar with and interested in the brand, training college students to brand loyalty, satisfaction, reputation, memories, etc., when they become consumers with spending power, will greatly boost brand awareness to increase our sales and expand market share. Because the the sponsor sponsorship funds can ease and make up for the lack of funding of the career of the sports department at all levels has become an important economic source of sports activities. So, college students on sports sponsorship awareness related to the sports industry in China an important factor in the development of future sports sponsorship as one of equality and mutual assistance between the sporting and economic point of integration can play a dual role to promote the common development of the sporting and economic , thus Beishouqinglai. In this paper, the method of literature review, questionnaire, mathematical statistics, interviews of college students in Changchun City sports sponsorship awareness surveys and research, the results showed that: 1. R factor analysis to determine the Changchun City college event sponsorship awareness 8 main factors, they are: the recognition of the degree of perception the degrees (perception level), loyalty, reputation, satisfaction, awareness, recall and integrity. 2. In Changchun City college event sponsored awareness, professional, and elders of the sports information concerned about, I participate in physical exercise, I am concerned about the level of sports information affects their level of acceptance. 3 students participate in physical exercise, I am concerned about the sports information, elders concerned about the level of sports information are important factors that affect the perceived degree college event sponsored. Gender, profession, elders of sports information, I participate in physical exercise, and I am concerned about the level of sports information affect college event sponsor visibility. 5 months living expenses flat, monthly household income, family residence are important factors affect loyalty. 6 students I am concerned about the sports information, I participate in physical exercise, the attention of the elders of the sports information is an important factor to affect the reputation. 7 professional and student impact factors of satisfaction in the sports sponsorship awareness are college students participate in physical exercise. Professional and student sports information concerned about the integrity of the sports sponsorship awareness of college students have a significant impact.

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