首都体育学院学报
首都體育學院學報
수도체육학원학보
Journal of Capital College of Physical Education
2005年
5期
20~21
,共null页
满意程度 项目 赞助商
滿意程度 項目 讚助商
만의정도 항목 찬조상
Satisfaction degree ;Events ;Sponsors
赞助收入是足球赛事收入的主要来源,因而提高赞助商的满意程度将对赞助营销产生积极影响.本文采用问卷法对赞助商期望的重视程度和满意度进行调查,用因素分析法确定出赞助商赞助评价层面,并求解出提升赞助商满意度的有效方案,用以指导赛事营销工作.
讚助收入是足毬賽事收入的主要來源,因而提高讚助商的滿意程度將對讚助營銷產生積極影響.本文採用問捲法對讚助商期望的重視程度和滿意度進行調查,用因素分析法確定齣讚助商讚助評價層麵,併求解齣提升讚助商滿意度的有效方案,用以指導賽事營銷工作.
찬조수입시족구새사수입적주요래원,인이제고찬조상적만의정도장대찬조영소산생적겁영향.본문채용문권법대찬조상기망적중시정도화만의도진행조사,용인소분석법학정출찬조상찬조평개층면,병구해출제승찬조상만의도적유효방안,용이지도새사영소공작.
The revenues from sponsorship are the key source of income for soccer matches. So improving the sponsors' satisfaction degree will have positive effects on marketing. By means of questionnaire,the author makes a survey on sponsors' expectation and satisfaction degree, and then, with the method of factor analysis finds out sponsors' evaluation towards sponsorship and proposes certain effective plans to improve the satisfaction degree of sponsors so that they can be used to guide the marketing activities for soccer matches.