体育学刊

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我国体育赞助的困惑与发展对策
李龙，陈中林

浏览次数 36209 　

（1.长沙理工大学体育部，湖南长沙　410077； 2.怀化学院体育系，湖南怀化　410008）

摘要：我国体育赞助市场面临的困惑是：1）国内企业对体育赞助的魅力认识不够；2）赞助企业以及体育组织者对体育赞助的“三赢”尚未认识清楚；3）缺乏良性、公平的体育赞助市场；4）缺乏相应完整的体育法规。要促进体育赞助的蓬勃发展离不开政府的支持以及政策的优惠，要努力发展和壮大体育赞助的中介组织。

关键词：体育赞助；市场；中国

中图分类号：G812　文献标识码：A　文章编号：1006-7116(2004)06-0029-03

The puzzledom of Chinese sports donation and stratagenl
LI Long1，CHEN Zhong-lin2

(1.Department of Physical Education,Changsha University of Science & Technology,Changsha 410077，China；2.Department of Physical Education,Huaihua Institute，Huaihua 418008,China)

Abstract: There are some obstacles in the development of Chinese Sports Donation Market.(1)Enterprises have not realized the importance and the charm of sports donation.(2) Enterprise donators and sports organizers have not accepted the idea of “triumphs of three aspects”(3) China is short of the related sports regulations. This article suggested that the government should support and give some favorable policy to the area of sports donation. Also, more attention should be attached to strengthen the media of sports donation.
Key words: sports donation; market; China

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