| The development of the sports industry and the promotion of sports consumption are inseparable from sport events, but adding power to sport events needs the participation of social diversity. Sport sponsorship has become an important means for modern enterprises to succeed in the fierce market competition, and at the same time the investment has become the main way to raise funds for sponsor organizers. At present, the research on sports sponsorship is not rare,but studies on Provincial Games sponsorship from the perspective of sponsor with investment are few.Starting on the part of those being sponsored with sponsorship as the subject, this paper uses the empirical analysis, comparative analysis and case analysis methods to investigate the23 rd sponsor system of games and the process of sponsorship. Besides, this thesis makes contrast between the 23 rd the provincial games and the 22 nd provincial games sponsor investment situation with analysis of typical cases, based on which, the author advances the Shandong provincial games sponsor investment problems and solutions as well as the enlightenment to other sports events sponsored by China merchants.The main research results include:Firstly, the 23 rd provincial games sponsor investment amount to more than 40 million yuan,including 19.51 million yuan in cash,16.31 million yuan in physical, 4.24 million yuan for services, and 700 thousand yuan for technology, fulfilling the investment target with the most investment amount among the successive Shandong provincial games. There are a total of 35 sponsored enterprises, having the largest number of enterprises among the successive Shandong provincial games, including four partners, five sponsors, 13 exclusive suppliers, six suppliers,and seven specified products, with focus on private enterprises which produce food or drink in Jining with cash as the main way of sponsorship.Secondly, the 23 rd provincial games have six agents signing in investment promotion,which are all advertising companies, and successfully agent 3 companies, with total amount of900 thousand yuan.Thirdly, the resource development company of 23 rd provincial games names 61 times and arranges 41 times of getting awards for the enterprises with 884 advertisement of decorating venues during the opening ceremony; It has glorious version of sponsored enterprises, media interviews and banner ads of enterprises published in the print media, such as the Jining daily; it has corporate videos In jining television media such as TV for one month; it has more than 3700 pairs of flags and 550 models of mascots with enterprise information on both sides of the roads in town of Jining and center of sports in Jining; it has logo ads of the sponsored enterprises on the general certificates, certificates for opening or closing, vehicle passes and tickets. Venues were set up around 46 enterprise product exhibition area; one sponsorship enterprise press conference was held.Fourthly, compared to the 22 nd provincial games, the 23 rd provincial games have more sponsors, with larger total amount, broader regional distribution, and more agents, but similar in terms of media propaganda and organization operation.Fifthly, the case that the 23 rd games benefit from dairy shows that currently in a buyer’s market whose priority is given to sponsors, it is difficult for those being sponsored to get larger initiative, with little improvement in results of investments. To find and use sponsorship bilateral interests of both sides is the key to cooperation.Sixthly, the 23 rd provincial games sponsor investment has great mobility of people with lack of investment professionals; the early market research is not thorough, without widespread propaganda; sponsorship resources are not unified with a great loss of intangible assets; there are limited results of investments in agent investments and areas with management level needing to be improved; Sponsorship contract was not fully performed, jeopardizing the interests of both sides; it is difficult for the both sides of the sponsorship to have a thorough understanding of sponsorship effects due to a lack of evaluation report. According to the above problems, the following suggestions are put forward: strengthening the scientific management, implementing incentive system, attracting talents; improving working methods, taking advantages of social forces, forming a thick atmosphere;unifying resource management, carrying out the system requirements, strengthening the regulatory requirements; improving access, communicating and coordinating in time, safeguarding the rights and interests of the agents; improving the level of qualification, strengthening the management of returns and enhancing mutual trust of each other;increasing the assessment contents, establishing evaluation index with a comprehensive evaluation effect of countermeasures.Seventhly, the implications of the 23 rd provincial games sponsorship: change the present employing mechanism, and it is an effective means to improve the sponsoring investment results on its own hype; sponsored resources have not much market value, and part of them have difficulty in realizing market value, with resource integration vulnerable to interests of resistance; management level of the agents, whose own ability is limited, needs to be improved,and giving more autonomy and protecting the interests of the agents is one of the important measures to further expand investment results; in the process of current sponsorship, we should make full use of the government’s leading role, making state-owned enterprises provide moresupport; currently there are not effective ideas and methods for the assessment work of promotion effect of sponsoring investment, which is unfavorable for improving the investment level or enriching the connotation of the sponsor system. |
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