An Analysis Of Sport Sponorship's Influence On Brand Asset Of Sport Products Enterprise In China

Bingjing's success of Olympic Games that hold in 2008 greatly aroused people and enterprises' passion for sport. For our nation's rapid progress in the filed of economy,society and sports undertaking, sport has gradually taken shape as a industry. Especially based on the competitive sports which develop rapidly toward the professionalization, commercialization and industrialization,sporting goods company has blend into athletic sports and enters into the view of the public through the sports sponsorship and company's well-packaged strategy.At the same time,more and more sports article enterprises participate in the sports sponsorship.However, some companies have achieved success while others have failed. It makes clear that not every enterprise fits for sports sponsorship marketing.The domestic research on sports sponsorship marketing's influence on Brand Asset talked in generalities and lacked systematicness. The research of this paper has formed on the basis of it.The paper constitutes of seven parts as follows. The first part is introduction which talks about the background of this research. The sports sponsorship marketing's significance has already reflected day by day.,but theoretical Research on it is insufficient. The second part is about the current situation of sports products industry in China.The third part is the summarization of the theory.It reviews and summarizes the Theoretical Research. and practical result of Brand Asset to extract conclusion of both practical significance and theoretical significance from earlier works. It also introduces the exposition of some brand concept,the theoretical model of Brand Asset based on consumer in detail and finally summaries several dimension which effect Brand Asset.The forth part is the research model and hypothesis. It constructs the core model about this research based on reviewing and generalizing the earlier literatures and works.The fifth part chooses two cases to undertake empirical research on the ground of refined model. The sixth part analyse the research results and conclusion of this paper and proposes some significant Strategic suggestions for practitioners.The seventh part summarizes the whole paper and puts forward the topic and direction for further research...