CAJ | 학술논문

体育赞助是指企业与体育组织双方互换利益的商业行为。一个成功的体育赞助案例，即是一个有效地创造与维持企业竞争性优势的机制。运用文献资料法、案例分析法等研究方法，对体育赞助的目标细分及其案例进行了分析，以促进达成良好的体育赞助效果和共赢效应。研究结论：体育赞助的目标细分包括若干方面，诸如知名度目标、形象目标、销售目标、招待目标、员工士气提升目标、其他赞助商目标等，并引用大量体育赞助实践案例进行了深入阐释。
체육찬조시지기업여체육조직쌍방호환이익적상업행위。일개성공적체육찬조안례，즉시일개유효지창조여유지기업경쟁성우세적궤제。운용문헌자료법、안례분석법등연구방법，대체육찬조적목표세분급기안례진행료분석，이촉진체성량호적체육찬조효과화공영효응。연구결론：체육찬조적목표세분포괄약간방면，제여지명도목표、형상목표、소수목표、초대목표、원공사기제승목표、기타찬조상목표등，병인용대량체육찬조실천안례진행료심입천석。
Sports sponsorship refers to the business practice of interest swap between companies and sports organizations. A successful sports sponsorship case is a mechanism which can effectively create and maintain enterprise competitive advantages. Using literature review, case study and other research methods, this paper analyzed the target segments and case study of sports sponsorship in order to facilitate the achievement of good results and win-win effects of sports sponsorship. The results showed that the target segments of ports sponsorship include several aspects, such as popularity target, image target, sales target, entertaining target, employee morale enhancement target, and other sponsors target and so on. Then, it made in-depth explanations about this, citing a large number of practice cases of sports sponsorship.