| 体育赞助影响受众利益的经济学分析 |
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| 引用本文： | 刘金利,凌平.体育赞助影响受众利益的经济学分析[J].江南大学学报(人文社会科学版),2008,7(5). |
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| 作者姓名： | 刘金利 凌平 |
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| 作者单位： | 1. 浙江大学,教育学院,浙江,杭州,310028
2. 杭州师范大学,体育与健康学院,杭州,浙江,310028 |
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| 基金项目： | 国家体育总局体育社会科学、软科学基金 |
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| 摘 要： | 文章在对国内外体育赞助文献资料的收集整理研究基础上,指出"体育服务产品附加赞助"的交易现象是一种旨在借助体育服务影响受众的营销沟通行为,受众作为体育服务直接消费者也是体育赞助的交易主体之一,通过体育方与消费者效用最大化的基本原理和博弈分析揭示了受众接受体育赞助这一交易的内在机理:体育服务产品附加赞助必须保证受众利益,控制适度的赞助量,体育赞助收益应当部分让渡给受众。
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| 关 键 词： | 体育赞助 受众 营销沟通 消费者 负效用 让渡收益 |
Economics Analysis on Sports Sponsorship Influences on Consumers |
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| LIU Jin-li,LING Ping.Economics Analysis on Sports Sponsorship Influences on Consumers[J].Journal of Southern Yangtze University:Humanities & Social Sciences Edition,2008,7(5). |
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| Authors: | LIU Jin-li LING Ping |
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| Abstract: | Based on the literature materials of sponsorship and the principles of economics,this thesis points out that sports sponsorship is a kind of marketing communication behavior and the sports consumers are one of trade parties in the sports sponsorship.With the analysis on sports consumers' acceptance of sports sponsorship,it concludes that sports consumers must benefit from the sports sponsorship,sports sponsorship must be controlled within a certain amount,and the sponsored party must transfer part of the sponsorship revenue to its consumers. |
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| Keywords: | Sports Sponsorship Sports Spectators Marketing Communication Consumers Reduced Utility Revenue Transferring |
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