| China Volleyball League is the highest level of the domestic volleyball tournament in China.The 2016-2017 season has come to the twenty-first season since its founding of the year of 1996.With the Chinese Women Volleyball Team's five world champions in 1980 s,the spirit they showed has stimulated many people.The spirit of Chinese Women's Volleyball Team is selflessness,unity and cooperation.With Chinese Women Volleyball Team won the 2015 Women's Volleyball World Cup after 12 years and won the 2016 Rio Olympic Games after 12 years in a not optimistic situation,Chinese Women Volleyball Team has earned a national celebration.At that time,volleyball reached an unknown high degree of attention in the China.However,the Chinese Volleyball League,where these excellent volleyball players were trained,has been a contrast situation.Chinese people's attention to the Chinese Women's Volleyball Team did not continue to the Chinese Volleyball League.The Chinese Volleyball League has always been in a situation of low attention and less sponsorship for a long time.This article will discuss the reason behind it and is about to find the influence factors of what influences the sponsorship of China Volleyball League by literature data method,questionnaire survey method,case analysis,field investigation method and using marketing theories,sports sponsorship theories and some other related theories.By comparing The Chinese Volleyball League to the China Football Super League in sponsorship,we will find out the main factors that influence the sponsorship of Chinese Volleyball League and we will propose solutions to solve the less sponsorship situation for China Volleyball League operator.It will provide a theoretical way to increase the sponsorship revenue for China volleyball league.By studying the current sponsorship situation of Chinese Volleyball League and comparing with the Chinese Super League,it is found that the sponsorship of Chinese Volleyball League presents the following problems: 1.The overall sponsorship is small;2.Sponsorship structure is not reasonable,because the proportion of funds and value-in-kind is imbalanced;3.There are few ways to give back to the sponsors,and those feedback ways are lack of innovative and not customized;4.The sponsorship contract is mainly short-term and lacks of long-term cooperation;Through the questionnaire survey on influence factors about Chinese Volleyball League of salesmen and staff members of Ministry of Commerce from Irena and Volleyball World,the main conclusions are the following: 1.The overall sponsorship is far from good;2.The operator of CVL lacks marketing concept;3.Steady sponsor group has not formed yet.For the above research results and reasons,some suggestions are put forward for the Chinese Volleyball League's operators' reference,so as to change the current sponsorship status of the league. |
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