| 赛事赞助商行为目标与需求分析 |
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| 引用本文： | 柴红年,袁伟巍. 赛事赞助商行为目标与需求分析[J]. 南京体育学院学报(自然科学版), 2014, 0(2): 7-9 |
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| 作者姓名： | 柴红年 袁伟巍 |
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| 作者单位： | [1]绍兴文理学院体育学院,浙江绍兴312000 [2]南昌大学体育学院,江西南昌330031 |
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| 摘 要： | 赛事经营组织与赞助商的密切关系决定了赛事赞助持久性对双方都具有利益，也使得本研究具有价值。赛事赞助是公司的一种理性营销手段，通过赞助，公司希望在品牌知名度、品牌美誉度、品牌关联、品牌忠诚和其他市场因素方面得到帮助，并且在赛事赞助策划、赛事赞助实施过程中具有不同需求。赛事组织的形象以及赛事组织为赞助商着想的程度都是吸引公司赞助的有利因素。探求赞助商的真实需求，定制服务计划，满足赞助商的核心需求，是赛事赞助营销的主要策略。
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| 关 键 词： | 赛事赞助 行为目标 需求 |
Research on Objectives and Needs of Sporting Event Sponsors |
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| CHAI Hongnian,YUAN Weiwei. Research on Objectives and Needs of Sporting Event Sponsors[J]. Joournal of Nanjing Institute of Physical Education:Natural Science, 2014, 0(2): 7-9 |
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| Authors: | CHAI Hongnian YUAN Weiwei |
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| Affiliation: | 1. Sport College,Shaoxing University,Shaoxing 312000,China;2. Sport College,Nanchang Uni-versity,Nanchang 330031,China) |
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| Abstract: | It＇s benefit to sporting event organizations and sponsors, if they keep long term relations. As a way to marketing, sponsors hope sponsorship be useful to their brand and market in brand awareness, brand reputation, brand loyalty etc. So they need better sporting event or-ganization and proper sponsorship. Also,if sport organiza-tions actively do something for them, they will be more satisfied. |
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| Keywords: | event sponsorship behavioral targeting de-mand |
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