体育赛事赞助是企业或商家和体育赛事活动组织者共同获得利益的事业，是 市场营销活动的一种特殊形式。社会主义市场经济的建立，经济的高速增长和高 等教育的快速发展，同时也为高校开展体育赛事赞助带来了机遇。高校体育管理 部门和竞赛活动组织者应更新观念，树立市场营销意识，通过开展体育赛事赞助， 扩大财源，增强体育竞赛活力，促进高校体育运动水平的提高和群体活动的广泛 开展。如今体育赛事赞助已经成功介入到了职业体育和竞技体育的各种赛事活动 中，促进了我国体育事业的飞速发展，并形成了一套有效的运行机制和模式，这 就为我国高等院校体育赞助市场的开发提供了宝贵的经验。 高校体育是我国高等教育的重要组成部分，高校体育赛事是推动高校体育工 作的重要途径之一。当前国家对高校的投人赶不上高校自身发展的速度，使高校 的教育经费有些捉襟见肘，高校体育活动和体育竞赛所需的经费等得不到有力保 证，现实就把高校体育推向了市场。在目前的形势下，高校体育要想得到持续稳 定的发展，就不得不从财政体系之外寻求支持，而体育产业化恰好在这方面提供 了许多成功经验，体育赛事赞助为我国体育事业的发展带来的诸多益处值得高校 体育界思考和借鉴。高校体育赛事赞助不仅可以解决高校体育资金的短缺，而且 对提高高校运动队的技术水平，活跃校园体育文化、扩大学校的对外交流和影响 力等都有益处。企业与高校体育结合，利用高校体育赛事的影响力使其产品或品 牌更具亲和力，从而达到巩固现有消费者和最大限度开发潜在年轻消费者的目的， 虽然高校的体育赞助营销意识在不断得到加强，高校体育赞助也取得了一些成绩 和初步发展。相比而言，高校体育赞助无论是在活动档次和影响范围上，还是在 营销状况和运作水平上都与一般体育赞助有较大的差距。目前，我国高校体育赞 助市场还很不完善，高校体育赞助运做很不规范，针对高校体育赞助理论的专题 研究较欠缺。然而重庆高校体育赞助的理论研究方面还几乎没有。因此通过对重 庆高校体育赛事赞助可行性的研究来推动重庆高校体育赞助的发展。 关键词，重庆高校，体育赛事，赞助，可行性II ABSTRACT Sponsorship of sporting events is a mutual benefiting cause for enterprises or businesses and the organizers of sporting events. It is also a special form of marketing. With the establishment of a socialist market economy, rapid economic growth and development of higher education, new opportunities have been brought to the cause of sporting events sponsored by colleges and universities. College sports managers and competition organizers should update their concepts and establish marketing awareness to improve the level of college sports and expand a wide range of activities carried out by groups, through sponsoring sporting events, expanding financial resources and enhancing the vitality of sports competitions. Today, sports sponsorship has been successfully involved in professional sports and competitive sports activities to promote the rapid development of our country's sports cause and finally form an effective mechanism and mode of operation, which provide valuable experience for Chinese institutions of higher learning to open the market of sports sponsorship. College physical education is an important component of our country’s higher education. And college sports events are a key method to promote college physical education. Our country’s current investment in education in colleges and universities can not keep up with the pace of their own developments; therefore, many colleges are some out at elbows in educational financing, and the funding for college sports and sports competitions are not fully guaranteed. Then college sports have to be pushed to the market by such reality. In the current situation, in order to develop sustainably and stably, college sports have to seek support outside the financial system. Fortunately, the sports industrialization can provide a lot of successful experiences in this area. It is worthwhile for college sports sectors to consider many benefits brought by the sports sponsorship for the development of sports in our country. The sponsorship of sporting events of colleges and universities can not only solve the shortage of PE funds, but also improve the technical level of college sports teams, activating sports culture on campus, expanding foreign exchange and influence of colleges and universities. Combining with college sports enables enterprises earn more products or brands affinity, with the help of the great influence from college sports events. Eventually, it achieves the goal that consolidates existing consumers and maximizes the development of potential youngIII consumers. Although the awareness for college sports sponsorship is strengthened, and also, it gets preliminary development and some achievements, there is a great gap between college sponsored sports activities and general sponsored sports activities, whether in scope and impact, or in marketing situation and operation level. At present, college sports sponsorship market in China is still imperfect, and the operation irregular. Moreover, thematic studies on theory of college sports sponsorship are still in lack. Colleges in Chongqing, for instance, there is almost no such thematic study. This essay will make study on the feasibility of sports sponsorship in Chongqing colleges, attempting to promote the development of their sports sponsorship. Keywords: Colleges in Chongqing, sporting events, sponsorship, feasibilityIV 目 录 摘要 ...........................................................................................................................I ABSTRACT.................................................................................................................... II 1 前 言 .......................................................................................................................... 1 1.1 研究背景 ................................................................................................................ 1 1.2 高校体育赞助取得的主要成就 ............................................................................ 2 1.3 研究问题和目的 .................................................................................................... 3 1.4 研究对象和方法 .................................................................................................... 3 1.5 研究的意义 ............................................................................................................ 4 1.6 创新之处 ................................................................................................................ 4 2 文献综述 ...................................................................................................................... 5 2.1 赞助 ........................................................................................................................ 5 2.2 体育赞助 ................................................................................................................ 6 2.3 体育赛事赞助 ........................................................................................................ 6 2.4 体育赛事营销 ........................................................................................................ 7 3 体育赞助体系的构成 .................................................................................................. 9 3.1 被赞助方——体育组织 ........................................................................................ 9 3.2 赞助方——赞助商 .............................................................................................. 10 3.3 中介方——体育经纪人 ...................................................................................... 11 3.4 传媒方 .................................................................................................................. 12 3.5 体育赞助体系内部相互关系 .............................................................................. 12 4 体育赛事赞助的功能 ................................................................................................ 14 4.1 体育赛事赞助对高校的功能 ............................................................................... 14 4.1.1 解决高校的体育经费不足 ........................................................................... 14 4.1.2 活跃校园文化 .........................................