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中国体育从计划走向市场,带动了无形资产的上涨。无形资产被称作“看不见的黄金”或“软黄金”。先看几个数据:可口可乐商标价值为244亿美元,万宝路香烟为310亿美元,雀巢咖啡为88亿美元。在体育产业较发达的欧美国家,一个牌子、一种商标、一项权力便卖上千万的比比皆是,每到奥运会,更是体育增值的时候。中国体育对自己无形资产的认识也经历了一个过程。洛杉矶奥运会时,中国体育代表团开始接受赞助。当时广东三水一个县办饮料厂以一批饮米斗和80万元赞助便赢得了专
Chinese sports from the plan to the market, led to the rise of intangible assets. Intangible assets are called “invisible gold ” or “soft gold ”. Look at a few figures: Coca-Cola trademark value of 24.4 billion US dollars, Marlboro cigarettes 31 billion US dollars, Nestle coffee 8.8 billion US dollars. In Europe and the United States, where the sports industry is more developed, a brand, a trademark and a power will sell millions everywhere. Every Olympic Games, it is time for sports value-added. China Sports has also undergone a process of understanding its own intangible assets. At the Los Angeles Olympic Games, the Chinese sports delegation began to receive sponsorship. At that time, a county in Sanshui, Guangdong, a beverage factory to drink a bucket of rice and 80 million sponsorship will have won the special