The Countermeasure Research On The Current Situation And The Development Of Sports Sponsorship In China

Sports sponsorship plays a very important role in developing sports industry, prospering sports market and expanding the channel of sports funds and paving for business marketing. It has recently become a hot issue in the arena of China's Economy and China's sports, and great importance has been attached by the Party and the Central Government.The sports sponsorship covers a lot of areas. The fundamental reasons for the problems arisen in China's sports sponsorship can not be dug out if the research is not be conducted thoroughly and systematically.The dissertation fully analyzes the big problems in the development and management of China's sports sponsorship and the fundamental reasons for these problems. And then based on these the dissertation puts forward the corresponding countermeasures so as to provide references for the theory and practice of China's sports sponsorship.From many talks and investigations conducted among the General Administration of Sports of China (GASC), project management centers of the GASC, some sports clubs, enterprises, agents, universities and institutions the dissertation makes an in-depth analysis of the current situation of China's sports sponsorship development and management by means of comparison and demonstration using the theories of management, sports, marketing and economics and also makes a multi-dimensional discussion of its development and improvement.The dissertation did a research on the general theory of sports sponsorship. It said that the development of sports sponsorship is conducive to the increase of social well-being with its businesslike and exterior characteristics from the perspective of economics. It said that the management of sports sponsorship is bound to be planned as a whole and effectively avoid risks with its characteristic of systematization and risks from the perspective of management. It also said that sports sponsorship takes a unique advantage over business marketing. The integration of marketing theory with brand management is the theoretical foundation of business application of sports sponsorship. Sports sponsorship has the characteristic of long duration and pluralism, which is different from other marketing methods such as ads.From the research on the current situation of sports sponsorship, it can be found that there are some easily found problems in China's sports sponsorship. It shows that the market of sports sponsorship is to be standardized which means that the market is small-scaled and sponsoring business is not stable and the structure of sports sponsorship is not rational enough. Based on the investigation results and the analysis of documentation, problems arise from such factors as inadequate supervision of sports sponsorship, lack of essential policy support, lack of marketing consciousness of sports organizations, low management of sports sponsorship, lack of talents in sports management, ignorance of research on the theory of sports sponsorship and of international advanced experience as well as lower efficiency of businesses in sports sponsorship.The development of sports sponsorship in foreign countries has gone into a steady growth period from a jumping growth one. The sports sponsorship has taken on some new trends, eg. emergence of new model of sponsorship, fast expansion of sports sponsorship's connotation and extension, the transformation of large-scale business'sponsorship from"Ads"to"Projects", more distinctness of long-term sponsorship, and the more complexity of sportsmen rights and interests allocation. As to the current situations of the development and management of China's sports sponsorship, the dissertation has done a comparative research between China and foreign developed countries in market management of sports sponsorship, sponsorship operation of large scale games, business applications of sports sponsorship, etc. According to gaps between developed countries, the dissertation puts forward some improvement which is in a dire need.By overall analysis, the dissertation brings forward some countermeasures for the development and management of China's sports sponsorship: The government should create a favorable development environment for sports sponsorship from such perspectives as increasing its power to supervise the market of sports sponsorship, providing preferential taxation policy for sports sponsorship, training sports talents and strengthening theoretical study. Sports organizations should abolish obsolete ideas in planned economy, build up the marketing concept of everyone's sports sponsorship, take full use of power of media and sports agents and enhance marketing level of sports sponsorship by promoting brand value of games as well as sportsman's value. In the operation process of sports sponsorship, businesses, with reference of successful experience home and abroad, have to take rational strategy of sports sponsorship to innovate its model by scientific methods of management.