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对重大体育赛事的赞助价值进行评估是国际惯例。任何一个企业和品牌要参与赛事的活动,作为赞助商出现,一定要评估钱花得值不值。电视传播带来的回报是赛事价值评估中非常重要的组成部分,在中国来说尤其如此。中国的体育又被称为“媒介体育”。众所周知,中国人很少去现场看比赛,媒体特别是电视,是他们获取体育信息的主要来源。我们调查发现,99%的人通过电视来接触体育,其中有40%的人“每天都看电视”。如何进行电视媒体赞助价值评估?CSM对电视媒体赞助效果的评估主要包括两大部分——市场效果评估和赞助
It is international practice to evaluate the value of sponsorship of major sporting events. Any business and brand to participate in the activities of the event, as a sponsor, must evaluate the money worth. The rewards of TV broadcasts are a very important part of the event value assessment, especially in China. Chinese sports are also called “media sports.” As we all know, the Chinese rarely go to the scene to watch the game, the media, especially television, is their main source of access to sports information. Our survey found that 99% of people contact sports via television, and 40% of them “watch TV every day.” How to evaluate the value of the sponsorship of the television media? The evaluation of the effect of the CSM sponsorship on the television media mainly includes two parts - market effect evaluation and sponsorship