The Research On Jiangsu College Campus Sporting Events Sponsorship

This paper mainly using the method of interview and questionnaire survey research methods, the current situation of jiangsu province ordinary university campus sports sponsorship, and put forward feasible Suggestions. Research conclusions are as follows:1 In jiangsu province ordinary university campus sports sponsorship has a solid legal regulations and solid economic strength as a guarantee, but because of the sports events of small scale, planning way, propaganda way and ordinary colleges and universities of its own influence and understanding of the campus sports enterprises one-sided factors directly affect the ordinary university campus sports sponsorship.2 Enterprise of jiangsu province ordinary university campus sports sponsorship lack of interest, also lack experience sponsored campus sports; Only pay attention to short-term interests, no late follow up marketing strategy, the lack of long-term campus sports marketing strategy. Sponsored campus sports industry field, mode and sponsored amount and time difference, corporate sponsorship of colleges and universities sports are expanding propaganda, for the purpose of increasing product sales.3 Jiangsu province ordinary university sports sponsorship of school leaders ignore the importance of sports sponsorship, operation organization division of labor is unknown, the lack of sports sponsorship professional departments and personnel; Campus sports events on a smaller scale, is poor; A single event sports, return for sponsors simple way; Sponsored by the project categories are different, on sports sponsorship between factors: the lack of legal documents; Lack of good faith cooperation and win-win principle, such problems as lack of long-term cooperation consciousness. Enterprise existing in sports sponsorship of lack of awareness of school development; One-sided understanding of sports sponsorship, inexperienced and product-oriented, no complete marketing strategy and so on. Problems between the two sides have taken a toll on campus sports events sponsored by the long-term cooperation.4 Most of jiangsu province ordinary university school of sports sponsorship is not understood, support is not enough; The division of labor is not clear between the various departments, the power and responsibility to carry out the incomplete; Schools lack of cooperation with enterprises established long-term about sports sponsorship strategy; The news media do not take the ordinary university sports attention, less publicity; Between between colleges lack of intermediary institutions and imperfect laws and regulations and so on factors directly affect the jiangsu province ordinary university campus sports sponsorship opportunities.Suggestions are as follows:1 Normal colleges should improve the hardware facilities and software conditions, through the perfect sports equipment, improve the campus management, rich campus culture, construction of teachers team and strong campus culture so as to improve the school's influence, attract more enterprises to sponsor.2 Leadership of sports sponsorship in common colleges and universities should hold a positive attitude, and a forward-looking vision, focus on the market, pay attention to the rational utilization of the importance of social forces to strengthen school, strengthen the development of sports sponsorship market research, attach importance to the establishment of sports sponsorship in institutions and personnel training.3 Jiangsu province government should formulate and regulation and policy related to campus sports sponsorship, campus sports in the universities for corporate sponsorship policy guarantee, guarantee the lawful rights and interests between both sides in the process of sponsorship.4 Should be through the establishment of high level sports teams in common colleges and universities, through reasonable training, improve the technical level of athletes, create event to attract sponsors. Should also set up special training and outreach department has certain promotion, professional communications planning and marketing management ability. Through the initiative to potential sponsors to provide comprehensive, concise, clear the purpose of investment promotion plan to attract sponsors. In funding the sports colleges and universities should rely on intermediaries to packaging, planning and promotion of sports events, planning mature campus sports event, sponsored by school won the market.5 During the sports events held in common colleges and universities should take the initiative to invite the media to promote the campus sports and media coverage, enlarge the influence of schools and events, improve visibility. Shall establish the good faith cooperation, at the same time guarantee the sponsor benefit maximization, so as to attract more sponsors.