摘要
赞助收入是足球赛事收入的主要来源,因而提高赞助商的满意程度将对赞助营销产生积极影响。本文采用问卷法对赞助商期望的重视程度和满意度进行调查,用因素分析法确定出赞助商赞助评价层面,并求解出提升赞助商满意度的有效方案,用以指导赛事营销工作。
The revenues from sponsorship are the key source of income for soccer matches. So improving the sponsors＇ satisfaction degree will have positive effects on marketing. By means of questionnaire,the author makes a survey on sponsors＇ expectation and satisfaction degree, and then, with the method of factor analysis finds out sponsors＇ evaluation towards sponsorship and proposes certain effective plans to improve the satisfaction degree of sponsors so that they can be used to guide the marketing activities for soccer matches.
出处
《首都体育学院学报》
2005年第5期20-21,42,共3页
Journal of Capital University of Physical Education and Sports
关键词
满意程度
项目
赞助商
Satisfaction degree
Events
Sponsors
