The Research On Performance Appraisal Of Events Sponsorship

Sponsorship is realized and used by many corporations,as an important marketing method,to increase brand awareness,promote product in the sharp marketing competition.The income of sponsorship in sports industry is 990 billion dollars in North American market in 2007.It is occupied 66 percent of the total incomes Of the sponsorship.And it is increased 10.8 percent than the 894 billion incomes in 2006.Sponsorship in events is a huge investment.Evaluate the permanence of the sponsorship correctly and accurately is the key.Effective performance appraisal can improve the effectiveness of the marketing, strengthen the participation of the employees,and promote the sound progress of the companies.It benefits both the employees and the employer.The paper analyses the function of events sponsorship at the basis of the before studies.From the views of the companies,sponsorship is an integrated marketing strategy.Performance of the events sponsorship is the research object of the paper.The author puts forward an evaluation system based on the balanced scorecard,from the angle of finance, customer,inner operation and the corporate development.In addition, the paper gives the meanings of the indexes,relationship between the indexes and the weighing of every index.The balanced scorecard brings a new trail in evaluation of the events sponsorship.It' s a more comprehensive,balanced and systematic method.And it' s a valuable and feasible ways can be used in evaluation of the events sponsorship by the companies.Conclusions in the end:events sponsorship is a significant part of the corporate integrated marketing.It' s crucial and essential for the evaluation of the events sponsorship to the sponsorship activities. The proposal of the balanced scorecard is a benefit attempt in the performance evaluation of the events sponsorship.