Study On Sponsoring In Large-scaled Comprehensive Sports Events Of The Domestic Enterprises

The sports events sponsorship regarding as an important constituent of the sports industry develops with the development of sports industry. At the same time, the sports events sponsorship also plays a noticeable impetus role to the development of sports industry. In our country, the sports events sponsorship merely is in to induct and to the mature period transition stage. Under the market economy system, the sports organization or the sports events sponsors should comprehensively grasp the sponsorship demand and the conduct characteristic of the enterprise, in this foundation to formulate the marketing strategy to positively guide the sponsorship conduct of the enterprise and to establish and develop the long-term cooperation relations with the enterprise.This thesis takes the sponsoring in China's large-scaled comprehensive sports events of the domestic enterprises as the main object on study, uses documents and materials method and investigation method. On the basis of comprehensive survey and analysis of the basic characteristics of corporate sponsors and their conducts, in terms of the developing pattern of the sponsorship of sports events and the overall development of the socialist market economy, the thesis discusses systematically the countermeasures of the Sports organization marketing the sports event sponsorship. Major findings mainly include:Firstly, the business enterprises sponsor the sports events, which are influenced by their own features, in addition, it also rests with the scale size, and the possession form of the business enterprises.Secondly, at present, the general standard of the enterprises'recognition of the sports events sponsorship is somewhat low; the motives of the enterprises'sponsoring are manifold, but the main motive of these enterprises is to increase the distribution, and enhance their market shares; The enterprises always participates in sponsoring the sports events with insufficient ex- information, they lack of active action to acquire the sponsor information of the sports events; The enterprises have higher necessity in sponsoring the sports event, but the depth and the degree of the participation are still to be strengthened; the total evaluation after the enterprises have sponsored the sports events is lower.Thirdly, to promote the healthy development of China's sports events sponsorship, enhance efficiency which the sports organization marketing the sports events sponsorship and solve the problems that the enterprises are less satisfied with the results of sponsoring the sports events, the sports organization or race organizers should use Market Segmentation to choice the sports events marketing objects in pointed; constitute actively special programs for the enterprises, base on market demand; They should improve the quality of sports events, and strengthen publicity and extension of sports events. And improve the social influence of the sports events; They should strengthen the marketing network construction and positively open up the distribution channels of the sports events sponsorship; develop reasonably the types of returning of sponsorship, and they should supervise strictly the implementation of sponsorship return. And strengthen the media propaganda to enhance the effect of the sports events sponsorship positively.