Research On Effectiveness Evaluation Of College Festival And Events Sponsored By Enterprises

Colorful college festival and events attract large quantities ofvigorous students warmly taking part in it.Many enterprises whose targetmarket positioning for young people aim at the "big cake" and hopethat they could attract target audience,expand brand,promotesales,carry out the social responsibility and show good image of itscompany by sponsoring college events. However, not all of thesponsorship will gain big profits with a small capital. The truth isoften,many enterprises sponsor college events will not realize theexpected objects,and next time they will not investment; What is more,corporate sponsors dont know its profits after sponsorship.This paper in order to solve the blindness in investment and"one-time consumption" hope to establish a suit of sponsorshipeffectiveness evaluation index system appropriate for college events.The system will make enterprises sponsor investment from blind intoaccurate data and facts based on scientific enterprise act.And it willavoid the investment risk, protect the investor enthusiasm, help sponsorand host achieve "win-win" and "sustainable development".It has agrate guidance and practice significance to effective management ofcollege events sponsorships.At present, there are some researches around the eventssponsorship effectiveness assessment, but mainly in the sports field.Researches are discussed content of the evaluation methods. Buteffectiveness evaluations of college festival and events sponsored byenterprises are rarely involved in,and are lacking System.This study adopts literature data method, questionnaire surveymethod, case study method, comparative analysis and other methods.The research based on public relations, communications, marketing,and other disciplines disciplines, focuses on "assessment who", "assessment what" and "how to evaluate" three problems, constructs asystematic, objective, pointed, operable sponsorship effectivenessevaluation index system. This is the innovation in this paper.In chapter2, the article analyzes the college festival activitiessponsorship market characteristics, by comparing general festivalactivities sponsorships, and summarizes sponsorship objectives, places,investment ways and the feedback way of investment. It is thefoundation of index system.In chapter3, We analyze two experienced modes and a scientifictheory deduced from the sports sponsorship benefit evaluation indexsystem. The three modes is not close to college events assessmentprocess.But they have a very useful reference to define the evaluationindex and choose evaluation factors. Based on a certain standard andprinciple, we constructed the effectiveness evaluation index system.In chapter4, the paper explains commonly used methods forevaluating sponsorship effectiveness and implementing standard. Itprovides the technical basis for evaluation.In chapter5, it selects two representative cases, and assess themused the index system. The fact proves that the index system canmeasure whether enterprises sponsorship could achieve prospectivegoals or extents. The index system has the feasibility and applicability.Finally, according to the study, the author points out the problemsof the index system and the proposed suggestions for further study.