A Study Of Chinese Enterprises' Sport-Sponsoring Process

The beginning of the sports sponsorship in our country is late and the initial stage come into being untill 1980s. It has great progress obviously not in gymnasium field but also in economics for over 20 years. However, the sports sponsorship has some problems in our country, such as the low general level, weak market, the unstable development, the declining tendency, the unstable buildup of sponsor and the unreasonable structure. The author think that the consciousness and the competence of the sports sponsor in the enterprise field are ones of the factors which caused the problems put out. There is no doubt that the research on the process of the enterprise sponsoring the sports has momentous theoretical significance and true colour.The research bases on the process of the enterprise sponsoring the sports, has the 536 enterprise which are sponsoring the sports as the target of study subject, and uses the ways such as questionnaire survey, mathematical statistics, logical analysis and mail experts interview. The results show:(1)The environment of sports sponsorship in our country has been improved greatly, however, there are some problems. (2) In our country, some enterprises have no specific sponsoring targets and enterprises in different scales have different interviews on the importance of the targets. (3)Football, basketball, volleyball and others are firstly sponsored. Competitive sports events are popular with the enterprises because of the character of intensity, vehemence and high earning. There is a tendency that the objects sponsored are becoming various. (4)The money of the sports sponsorship are including sponsor directly, actualization money, the reward origin from intermediary organs, budgeting money. The proportion of the sports sponsor money and accessorial money still do not approach the international...