随着营销环境的变化和营销理论的发展,赞助(Sponsorship)作为一种卓有成效的营销信息传播方式,日益受到人们的重视。不少企业通过赞助各类活动,成功地提高了自身及其产品在市场上的知名度和形象。不可忽视的是,由于某些活动的主办者滥用赞助或某些企业缺乏运用赞助方式的相关知识,至今仍有相当多的企业视赞助为“人情债”、“打秋风”,或面对众多赞助要求,总是处于被动状态,不敢主动利用这 With the changes of the marketing environment and the development of marketing theories, Sponsorship as an effective marketing information dissemination method has been paid more and more attention by people. Many companies have successfully increased the visibility and image of themselves and their products in the market by sponsoring various activities. It cannot be overlooked that due to the abuse of sponsorship by some organizers or the lack of relevant knowledge about sponsorship by certain companies, there are still quite a number of companies that regard sponsorship as “human debt,” “playing the wind,” or facing many sponsorships. Requirements, always in a passive state, dare not take the initiative to use this