论文部分内容阅读
以赞助体育的形式为企业扬名、创立名牌产品的活动在我国最早可追溯到1984年。当时广东三水一个县办饮料厂向首次参加洛杉矶奥运会的中国体育代表团提供了几十万元赞助资金,外带一批饮料,这个县办小厂由此一举成名,发展成为今天著名的健力宝集团。 1986年亚运会和1988年奥运会期间,国内赞助中国体育代表团的企业日渐增多,数额也有所增加,尝到甜头的健力宝集团更是不断地向中国代表团提供资金和实物,并通过体育大赛的广泛影响,使自己的产品一举打入国际市场。据说,由于当时国际奥委会推出了“TOP”计划,可口可乐公司已经垄断了奥运会饮料市场,还引发过一场官司纠纷。国家体委体育器材装备中心一位人士说:“实际上,我们对开发体育无形资产的认识在一些企业之后。”中国体育界人士对开发利用体育无形资产的自觉认识始自1990年北京亚运会。当时,亚运会组委会担负着为赛会集
In the form of sponsorship of sports enterprises for the famous, the creation of brand-name products in China’s earliest activities can be traced back to 1984. At that time, a county-level beverage factory in Sanshui, Guangdong, provided hundreds of thousands of yuan of sponsorship funds and a number of drinks to the first Chinese sports delegation to attend the Los Angeles Olympic Games. This county-owned small factory became famous and developed into the famous Jianlibao group. During the 1986 Asian Games and the 1988 Olympic Games, the number of enterprises sponsoring the Chinese sports delegation increased and the amount increased as well. The sweetened Jianlibao Group continued to provide funds and objects to the Chinese delegation and passed the sports competition A wide range of influence, so that their products into the international market in one fell swoop. It is said that due to the International Olympic Committee was introduced “TOP” program, Coca-Cola has monopolized the Olympic drinks market, also triggered a dispute over the lawsuit. “In fact, our understanding of the development of sports intangible assets is behind some enterprises.” Chinese sports people’s conscious awareness of developing and utilizing sports intangible assets began with the 1990 Beijing Asian Games. At that time, the Asian Games Organizing Committee assumed the game for the gathering