本文關(guān)鍵詞： 奧林匹克運動會 事件研究法 贊助企業(yè) 股價　出處：《佳木斯大學學報(自然科學版)》2015年05期 　論文類型：期刊論文

【摘要】：以世界最知名的奧林匹克運動會為主要研究賽事,利用事件研究法對奧運伙伴計劃贊助商在奧運會舉辦期間的股價表現(xiàn)進行實證分析,探討大型運動賽事對贊助企業(yè)股票指數(shù)報酬的影響,得出結(jié)果:當奧運會開幕時,TOP贊助商股價于開幕周前十二周為顯著的正向反應(yīng),在事件周之前二周為顯著的負向反應(yīng),在事件周之后第十周為負向顯著反應(yīng);當贊助廠商依產(chǎn)業(yè)類型分類時,發(fā)現(xiàn)日用品類、快遞類及消費系統(tǒng)類股價的累計平均異常報酬逐步上升,化工類、媒體與出版類及電化設(shè)備類則是逐步下降;此外,當贊助商分類為舉辦奧運國的地主廠商與非地主廠商時,發(fā)現(xiàn)地主廠商股價的累計平均異常報酬在事件期內(nèi)一路下滑.
[Abstract]:Taking the world's most famous Olympic Games as the main research event, the empirical analysis of the share price performance of the sponsors of the Olympic Partnership Program during the Olympic Games was carried out using the event research method. This paper discusses the influence of large sports events on the compensation of sponsored enterprises' stock index. The results show that top sponsor's share price is a significant positive reaction 12 weeks before the opening week of the Olympic Games. There was a significant negative response two weeks before the event week and a negative significant response at 10th weeks after the event week. When the sponsors classified according to the industry type, they found that the accumulated average abnormal returns of commodity, express delivery and consumer system stock prices gradually increased, while the chemical industry, media and publishing, as well as the audio-visual equipment category were gradually decreased. In addition, when sponsors are classified as landlords and non-landlords in host countries, the cumulative average abnormal returns of landlords' share prices have been falling all the way during the event period.
【作者單位】： 福建江夏學院公共體育部;
【分類號】：F832.51
【正文快照】： 0引言國際奧委會在1985年開始發(fā)展奧運會伙伴計劃(The Olympic Partners Programme,TOP Pro-gramme),這個計劃在贊助奧運會的團隊擁有最高的權(quán)限.此計劃以四年為一個周期,統(tǒng)一由國際奧委會招募廠商,若前一屆入選TOP的廠商愿意續(xù)約,則擁有下一期TOP優(yōu)先入選的權(quán)利.成功入選的TO

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