本文關(guān)鍵詞： 賽事贊助 競爭贊助行為 品牌形象　出處：《遼寧大學(xué)》2011年博士論文　論文類型：學(xué)位論文

【摘要】：體育賽事贊助由來已久,作為一種營銷工具比傳統(tǒng)的廣告更加有效,不但可以提供廣泛的媒體報(bào)道,與目標(biāo)消費(fèi)者直接接觸,更可以借助體育賽事積極向上、勇于進(jìn)取、朝氣蓬勃的正面形象,為企業(yè)及其產(chǎn)品的形象增值。在我國,體育賽事贊助正日益興起,逐漸成為企業(yè)爭奪的稀缺資源,但在充滿競爭環(huán)境下企業(yè)的贊助效果并不如人所愿。經(jīng)過對(duì)文獻(xiàn)大量的檢索、整理發(fā)現(xiàn),關(guān)于競爭因素的研究明顯不足。因此,論文在現(xiàn)有研究的基礎(chǔ)上立足分析競爭贊助行為對(duì)賽事贊助效果的影響,重點(diǎn)研究對(duì)于企業(yè)品牌形象的影響。 論文采用理論分析與實(shí)證分析相結(jié)合的原則,通過對(duì)理論著作、企業(yè)案例等資料進(jìn)行深入分析,運(yùn)用邏輯推理、思辨歸納等方法從理論上系統(tǒng)構(gòu)建賽事贊助及競爭贊助行為對(duì)品牌形象影響的模型；結(jié)合焦點(diǎn)小組訪談法,論證本文的研究假設(shè)和理論模型,并探討自變量、調(diào)節(jié)變量的確定以及測(cè)試刺激物的選擇問題；采用實(shí)驗(yàn)法驗(yàn)證所提出的模型與假設(shè),并使用問卷調(diào)查法對(duì)實(shí)驗(yàn)研究刺激物進(jìn)行篩選、以及用于實(shí)驗(yàn)結(jié)果統(tǒng)計(jì)。所收集的數(shù)據(jù)運(yùn)用SPSS.18計(jì)算機(jī)軟件對(duì)調(diào)查結(jié)果進(jìn)行效度、信度、相關(guān)、方差、T檢驗(yàn)處理。 論文在具體的研究中按如下內(nèi)容展開： 本文共分為六章,下面分別對(duì)各章的主要內(nèi)容作以介紹： 第一章為緒論。介紹選題背景,闡述實(shí)際經(jīng)營中企業(yè)對(duì)于賽事贊助的重視以及理論研究中存在的不足,提出本論文所要研究的問題、確定研究的視角；同時(shí)明確本論文的研究內(nèi)容、研究方法、相關(guān)概念、研究框架、以及創(chuàng)新之處。 第二章為文獻(xiàn)綜述。將本文研究所涉及的贊助營銷、品牌資產(chǎn)、動(dòng)態(tài)競爭理論的主要文獻(xiàn)進(jìn)行系統(tǒng)梳理。依據(jù)論文的研究內(nèi)容,對(duì)相關(guān)聯(lián)的贊助關(guān)系、贊助反應(yīng)原理和贊助效果影響因素三領(lǐng)域的國內(nèi)外最新文獻(xiàn)進(jìn)行較為詳細(xì)的闡述；其次,分析品牌資產(chǎn)的構(gòu)成維度,重點(diǎn)分析品牌形象維度,為本文解決了因變量測(cè)量問題。最后,分析動(dòng)態(tài)競爭理論,重點(diǎn)分析多點(diǎn)競爭和競爭互動(dòng)研究。 第三章為研究設(shè)計(jì)。在這部分中,首先對(duì)研究變量進(jìn)行解構(gòu),在對(duì)已有經(jīng)典文獻(xiàn)系統(tǒng)梳理的基礎(chǔ)上,對(duì)賽事贊助、品牌形象進(jìn)行清晰界定,并且指出競爭贊助行為對(duì)于企業(yè)賽事贊助的影響作用。進(jìn)而,以品牌資產(chǎn)的高、低為研究切入點(diǎn)構(gòu)建模型,提出假設(shè)和研究方法,重點(diǎn)探討兩個(gè)問題：一是賽事贊助對(duì)于企業(yè)品牌形象的影響；二是分析不同品牌資產(chǎn)企業(yè)的競爭贊助行為的調(diào)節(jié)作用。 第四章為問卷調(diào)查及初步統(tǒng)計(jì)分析。首先,本章系統(tǒng)地介紹了論文中問卷設(shè)計(jì)、樣本選擇和數(shù)據(jù)收集內(nèi)容。其次,進(jìn)行問卷前測(cè),通過對(duì)問卷的測(cè)量項(xiàng)目進(jìn)行剔選和改進(jìn),在信度和效度上使結(jié)果更加穩(wěn)定、準(zhǔn)確。最后,對(duì)于模型檢驗(yàn)的調(diào)查數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析。 第五章為基于調(diào)查數(shù)據(jù)的假設(shè)檢驗(yàn)。在回收問卷的基礎(chǔ)上,通過對(duì)比分析不同實(shí)驗(yàn)組之間的數(shù)據(jù),了解不同品牌資產(chǎn)企業(yè)的競爭贊助行為的調(diào)節(jié)作用效果,檢驗(yàn)第四章提出的各種研究假設(shè)。 第六章研究結(jié)論與啟示。探討本研究發(fā)現(xiàn)的有意義的結(jié)論,為企業(yè)開展賽事贊助活動(dòng)提出參考建議,指出了論文的研究局限性及未來的研究建議。 最后,本研究發(fā)現(xiàn)：賽事贊助有助于對(duì)企業(yè)的品牌形象提升、低品牌資產(chǎn)企業(yè)間的競爭贊助行為有助于品牌個(gè)性的提升、企業(yè)間的競爭贊助行為降低感知價(jià)值的認(rèn)知、低品牌資產(chǎn)企業(yè)的賽事贊助對(duì)于企業(yè)的影響較大。據(jù)此為企業(yè)開展賽事贊助活動(dòng)提出參考建議：注重賽事贊助的組合性策略、建立長期的合作關(guān)系充分利用賽事贊助資源、賽事選擇應(yīng)注重產(chǎn)品差異化定位、利用贊助杠桿提升消費(fèi)者對(duì)產(chǎn)品質(zhì)量認(rèn)知。本文的研究結(jié)論無論是對(duì)學(xué)術(shù)界還是對(duì)實(shí)踐界而言,都具有較好的啟示作用和探討價(jià)值。
[Abstract]:Sports sponsorship long-standing, as a marketing tool is more effective than traditional advertising, not only can provide a wide range of media, direct contact with the target consumers, can use sports positive enterprising spirit, full of youthful spirit, a positive image for the enterprise and the product image value. In China, sports sponsorship is rising and gradually become the enterprise competition for scarce resources, but the enterprises in the competitive environment of the sponsorship effect is not as desired. After a lot of literature retrieval, discovery, research on competitive factors is obviously insufficient. Therefore, this paper is based on the influence analysis of the competitive sponsorship sponsorship effects of events on the basis of existing research the key, influence on the enterprise brand image.
This paper used a combination of theoretical analysis and empirical analysis principle, based on theoretical work, business case data analysis, logical reasoning, thinking induction method from theory system construction and the competitive sponsorship sponsorship effects on brand image model; combined with the method of focus group interview, research hypothesis and theoretical model to demonstrate the the discussion and argument, determine the variable selection problem and test stimuli; the model and hypothesis verification experiment was proposed, and the experimental study of stimuli were screened using the questionnaire, and the experimental results for the statistics. The data collected by SPSS.18 software on the validity of the survey results, reliability. Correlation, variance, T test.
The thesis is carried out in the following aspects in the specific research.
This article is divided into six chapters. The following are the main contents of each chapter.
The first chapter is the introduction. It introduces the background, elaborated the actual operation of enterprises for insufficient attention and sponsorship in theoretical research, this paper studies the problem, determine the research perspective; the research content, and clear the research methods, related concepts, research framework, and innovation.
The second chapter is literature review. This study involved the sponsorship, brand equity, mainly the literature of dynamic competition theory systematically. On the basis of the research, the related factors influencing the sponsorship, sponsorship reaction principle and sponsorship effects three areas of the new literature were expounded in detail secondly; analysis, dimensions of brand equity, focuses on the analysis of brand image dimensions, this solves the problem of variable measurement. Finally, the analysis of dynamic competition theory, focuses on the analysis of multipoint competition and competitive interaction research.
The third chapter is the research design. In this part, firstly the study variables of deconstruction, based on classical literature system combing, for sponsorship, brand image is clearly defined, and pointed out that the competitive sponsorship effect on enterprise sponsorship. And, with the brand equity of high, low the starting point of model construction, put forward the hypothesis and research methods, focuses on two issues: one is the sponsorship effect on corporate brand image; two is the regulation analysis of the competitive sponsorship of different brands of assets of enterprises.
The fourth chapter is the analysis and preliminary survey. Firstly, this chapter systematically introduces the questionnaire design, sample selection and data collection. Secondly, the questionnaire for pretest, tick and improved by measuring the project of the questionnaire, the reliability and validity of the results is more stable and accurate. Finally, the survey data of the model test was used for statistical analysis.
The fifth chapter is the hypothesis test based on the survey data. Based on the returned questionnaires, through comparing and analyzing the data between different experimental groups, we can understand the moderating effect of the competitive sponsorship behavior of different brand equity enterprises, and test all the research hypotheses put forward in the fourth chapter.
The sixth chapter is the conclusion and Inspiration of this study. We will discuss meaningful findings in this study, and provide references for enterprises to carry out sponsorship activities. We also point out the limitations of the research and future research proposals.
Finally, this study found that: sponsorship helps the enterprise to enhance the brand image, the competitive sponsorship low brand equity between enterprises is helpful to promote the brand personality, the competition between enterprises sponsorship to reduce the perceived value of cognition, low brand equity enterprise sponsorship for larger enterprises. Put forward suggestions for enterprises to carry out sponsorship activities: pay attention to the combination of event sponsorship strategy, establish long-term cooperative relations and make full use of Sports Sponsorship Resources, tournament selection should focus on product differentiation positioning, improve the quality of the product consumers cognitive use of sponsorship leverage. The conclusions of this study both for academic and for practice, have enlightenment good effect and research value.

【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2011
【分類號(hào)】：F273.2;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 楊笑天;體育名人代言對(duì)企業(yè)品牌形象的影響分析[D];西南財(cái)經(jīng)大學(xué);2012年

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本文編號(hào)：1552050