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本文采用文献资料、访谈、比较分析等研究方法,对国内、外各类体育场馆冠名权经营开发现状及其开发过程中应注意的各类问题进行分析探讨。提出:1.突出我国体育市场优势,改进冠名权营销策略;重视体育中介机构在冠名权开发活动中的重要作用;利用网络媒体等宣传手段,让国内外有冠名意向的企业意识到,购买我国体育场馆冠名权是提升其品牌价值的最有效方式;大力引进国际顶级职业和商业体育赛事,聚集人气和商业注意力等1。
In this paper, we use the literature, interview, comparative analysis and other research methods to analyze the status quo of naming rights management of domestic and foreign sports venues and the various problems that should be noticed in the development process. Put forward the following points: 1. To highlight the advantages of China’s sports market and improve the marketing strategy of the naming rights; To pay attention to the important role of the sports intermediary agencies in the development of the naming rights; To use the media such as online media to make the companies with the naming intentions at home and abroad aware of purchasing the sports Venue naming rights is the most effective way to enhance the brand value; vigorously the introduction of international top professional and commercial sports events, to gather popularity and commercial attention 1.