CAJ | 학술논문

运用文献资料等研究方法对我国体育赞助中介组织营销中存在的问题及对策进行研究的结果表明:目前我国体育赞助中介组织营销存在的问题如下:1)对体育赛事资源开发不足;2)与媒体缺少合作;3)缺少针对体育赛事赞助运用营销策略来销售赞助方案;4)缺少行业自律;5)与政府体育组织缺少联系等,在研究的基础上提出有助于我国体育赞助中介组织发展的对策以及我国体育赞助中介组织的发展展望.
운용문헌자료등연구방법대아국체육찬조중개조직영소중존재적문제급대책진행연구적결과표명:목전아국체육찬조중개조직영소존재적문제여하:1)대체육새사자원개발불족;2)여매체결소합작;3)결소침대체육새사찬조운용영소책략래소수찬조방안;4)결소행업자률;5)여정부체육조직결소련계등,재연구적기출상제출유조우아국체육찬조중개조직발전적대책이급아국체육찬조중개조직적발전전망.
Adopted the methods of documentary analysis and expert interview, this study conducted a research with attention to the existing problems and strategies in the sport intermediary organization marketing, he results indicated that the main problems which existed in the sports sponsorship intermediary＇ s marketing in China include： 1 ） Insufficient in development of resources to the competitive spoas; 2）Lack cooperation with the media ; 3）Lack and support and use the marketing tactics to sell the scheme supported to the competitive sports; 4）Lack independent management of the trades; 5）Lack the characteristic of contacting with government＇ s sports organization. Accordingly this study proposed the strategies and development aspiration in order to enhance the healthy development of sport sponsorship intermediary organization marketing.