CAJ | 학술논문

从体育赛事本体论的角度出发,分析了由体育赛事本体产品的性质和特征因素可能导致的市场营销风险。体育赛事的时效性特征可能导致营销策略风险和技术障碍风险,体育赛事质量和数量评价主观性特点会造成门票、赞助权和标志使用权的定价风险,体育赛事产权结构的复杂性则可能会导致赞助权、标志使用权被侵占或盗用的风险。
종체육새사본체론적각도출발,분석료유체육새사본체산품적성질화특정인소가능도치적시장영소풍험。체육새사적시효성특정가능도치영소책략풍험화기술장애풍험,체육새사질량화수량평개주관성특점회조성문표、찬조권화표지사용권적정개풍험,체육새사산권결구적복잡성칙가능회도치찬조권、표지사용권피침점혹도용적풍험。
The paper analyses the marketing risks caused by the nature and the features of the sports competition products on the basis of the sports competition in itself.The timeliness of the sports competition can lead to the risks of marketing strategy and technological risks.The subjective evaluation of the quality and number of the sports competitions can lead to the pricing risks of the tickets,sponsors and logo using.The complicated property right structure of the sports competitions can lead to the infringement on the sponsoring right and the logo using right.