摘要
第11届全运会市场开发面临着北京奥运会、广州亚运会、汶川地震、全球金融危机等影响的严峻形势,但其市场开发成效显著,签约资金、物资以及服务总价值超过7亿元。第11届全运会市场开发坚持资源整合、统一开发;坚持合作共赢,注重回报;坚持行业赞助的唯一性和排他权;坚持品牌宣传优先的原则,大规模开发特许商品;坚持赞助商至上理念,突出做好回报维权工作;坚持目标管理,完善管理机制。今后全运会市场开发应积极探索构建全运会品牌体系、完善全运会市场开发法律体系、健全全运会市场开发管理体系、健全全运会市场开发运行机制。
The eleventh National Games＇ market development faces the challenge of Beijing Olympic Games,Guangzhou Asian Games,Wenchuan earthquake,the impact of the global financial crisis and other grim situation.But its market development achieved remarkable result.The total value of contracted funds,materials and services are more than 700 million yuan.The eleventh National Games market development adheres to resource integration,unified development,win-win cooperation and return-focus;It insists on the sole and exclusive rights of sponsors; It follows the principles of branding priority,large-scale development of licensed products.It regards sponsors as the top priority and focus on securing the rights of returns.It insists on goal management and improves the management system.In the future,the market development of the National Games shall positively explore the brand system,improve the legislative system,management system and development mechanism of the market development of the Games.
出处
《北京体育大学学报》
CSSCI
北大核心
2011年第8期40-43,共4页
Journal of Beijing Sport University
关键词
第11届全运会
市场开发
机制
The Eleventh National Games
development
strategy
countermeasures
