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我国对体育赛事赞助资源的开发起步较晚。中国奥委会市场开发经历了如下几个阶段:20世纪80年代的“集资”、“募集资金”、“化缘”、“拉赞助”,到90年代的“赞助征集”,“市场开发”,直至目前的“营销”,逐步加大对其无形资产的开发。而对国内大型赛事的商业化尝试始于1983年上海的第五届全国运动会,获得11.36万元人民币赞助性广告收入;2001年,全国第九届运动会采用市场化运作,对赛事进行商业开发;随后,以“政府主导,市场运作”为方针,成功开发五城会
China’s development of sponsorship resources for sports events started late. The market development of the Chinese Olympic Committee has gone through several stages as follows: “Raising Funds,” “Raising Funds”, “Alleviating”, “Raising Funds” in the 1980s, “Sponsoring Calls” and “Market Development” in the 1990s, Until the current “marketing”, and gradually increase the development of its intangible assets. The commercialization of domestic large-scale events began in 1983 in Shanghai’s Fifth National Games, won 113,600 yuan sponsored advertising revenue; in 2001, the Ninth National Games adopted the market-oriented operation of the race for commercial development; Subsequently, the “government-led, market operation” as the principle, the successful development of five cities