| Sports has experienced a long period from its existed to nowadays highly commercialized, and the economy has run through the whole course of its development . Look back the whole course there is no deny that the economy have played an important role. Sports patronage as a newly-emerging and quickly developed communicative method provide both sports and commerce with a communicative space. Both of them may gain a win-win result through the opportunities which provided by sports patronage . However ,the work of patronage is multitude of things , involved in many department ,in the same time it also influenced by economic environment,policy,law and regulations. All these lead to the enterprise a low activity of sports patronage. So social patronage of vital important to the sports which is badly in need of absorbing social fund . Because our national sports just at the beginning of professionalize ,marketize and still at the level of gropeing and learning ,patronage is the main source of the income of sports department .Chinese all had a special fellings to the Chinese Women Volleyball Team shoulder a historical task to win the gold medals in the 2004 Aden Olympic Game and the 2008 Beijing Olympic Games .CVA can train the teams and popularize this sports item . But as an professional association ,its development and strengthen doesn't depend on a subjective willing but the market in some degree. I attempt to study the present situation of CVA patronage and marketing in administrative levels systenaticly,analyse and search for the deep reason of the present situation , research into the CVA patronage and marketing circumstances and try put forward some strategies which attempt to provide some inspiration and references on patronage case marketing to The Association Committee and all the volleyball clubs in China . Meanwhile , its important and significant to implement the project of Winning Honors for our country in the Olympic Games and National physical Training Project.This subject's theory basis are: Marketlogy,Salelogy,Adevertiseloge ,Consume-Phychologe,Sports industrialogy and sociology etc .The research techniques are :Document Method ,Investigation Method ,Systematic method ,Logical Method,Stastics Method .This article tries to research into the CVA patronage and sale systematicly through the investigations and analysis on the enterprises who have sponsored CVA and on the enterprises who were crowned with the club in the 2002 .According to the researches , we can find out there exist some problems in the CVA patronage and marketing (1) The level of the patronage is relatively law ; (2) The resource ofthe patronage is limited ; (3) The polarize in the patronage is very serious ; (4) The market requirements of the patronage is decreased ; (5) The Association committee still have an old -fashioned and the consciousness of the patronage and marketing is rather poor .Through analyzing the influencial elements measurement table of the activities which the enterprise support the CVA , we can draw a conclusion: the main factors which lead to the present state of the CVA patronage and sale are : (1) economy ; (2) policies and code ; (3) medias ; (4) medi-resonance ; (5) theories and the persons with ability ; (6) Association committee's system .From the Marketlogy's perspective , the market activities of the enterprises is always carried out in a certain social circumstances and the market circumstances are the restraining factor of the enterprise's marketing work.. By means of the analysis of the macroscopic circumstances such as population, economy and social culture etc and the microcosmic circumstances such as the privilege of the sports items , partners and audiences etc , this subject reveal that the patronage and marketing of CVA in China have a good perspects .Based on above analysis and research , this dissertation shows author's view around the outside condition such as policy,regulation,system and person cultivate etc , the improvement of association committee and the imp...
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