论文部分内容阅读
在过去的20多年里,主要的跨国公司利用体育赞助的多功能特性来提高他们在新兴的国际市场上的竞争优势。从而使得体育赞助所扮演的角色拓展到围绕着企业在投资体育的战略投资价值上。本文通过对5家跨国公司在中国投资体育赞助的调查结果进行分析,揭示出体育赞助是一项战略投资。企业赞助商反映建立起与被赞助的体育机构的战略合作伙伴关系是取得长期利益的关键。虽然文化冲突在现存的体育赞助关系中表现不明显,但是这些跨国企业所采取的文化整合策略值得思考和借鉴。
For more than two decades, major multinationals have used the multi-functional nature of sports sponsorship to increase their competitive edge in emerging international markets. So that the role played by sports sponsorship extends to the strategic investment value of investing in sports around the enterprise. This article analyzes the findings of five multinational corporations investing in sports sponsorship in China and reveals that sports sponsorship is a strategic investment. Corporate sponsors report that establishing strategic partnerships with sponsored sports organizations is key to long-term benefits. Although cultural conflicts are not obvious in the existing sports sponsorship relationship, the strategies of cultural integration adopted by these multinational corporations are worth considering and drawing lessons from.