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Corporate sports sponsorship evaluation study

Author: GaoFei
Tutor: JiaHuaiQin
School: University of Foreign Trade and Economic
Course: Business management
Keywords: Sponsor Sports Sponsorship Benefit assessment
CLC: F274
Type: Master's thesis
Year: 2006
Downloads: 761
Quote: 10
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Abstract


With the rapid development of the sports industry , sports sponsorship gradually into people's vision , to become one of the effective means of marketing communication . In 2004 , the global brands of commercial sponsorship costs reached $ 37.8 billion , of which at least 80 % of the cost to be into sports sponsorship . Experts estimate that this figure will reach 50 billion U.S. dollars in 2006 , only $ 4.3 billion in 1990 , fast the visible sports sponsorship trends . The 2007 Women's World pregnant , the 2008 Olympic Games and the Asian Games in 2010 were settled in China , which no doubt gave the Chinese enterprises to bring unlimited sponsorship opportunities . Sponsored enterprises , has become a successful sports sponsorship to highlight the brand image , effective way to reach target consumers , and a powerful weapon in the communication between the enterprise products, brands and consumers , as well as between the enterprise and its employees . So many companies fought a lot of money into this market , but in the ever-changing environment in the highly competitive and limited resources , the final effect of the sponsorship is often unknown, so finding effective assessment and management of sports sponsorship is the starting point of this article . In this paper, the literature data, logical analysis, systems theory approach to sports sponsorship as a system , analysis of sports sponsorship benefit assessment of the status quo . By reviewing the history of the development of sports sponsorship , analysis of domestic and international sports sponsorship evaluation results of theoretical studies , sponsored by the Amway Corporation, the sponsor of the 2001 Women's World Pool Invitational benefit assessment instance , efforts for Chinese enterprises to find effective sports sponsorship evaluation process , trying to provide feasibility reference for Chinese enterprises to implement the management of sports sponsorship evaluation .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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