企业赞助高校节事活动的效益评估研究

发布时间：2018-05-06 14:35

本文选题：企业 + 高校节事活动　；参考：《上海师范大学》2012年硕士论文

【摘要】：高校的节事活动丰富多彩，吸引了大批朝气蓬勃的学子们热情参与，许多将目标市场定位为年轻人的企业纷纷瞄准了这块“大蛋糕”，希望借助赞助高校的节事活动实现吸引目标受众，扩大企业品牌或产品知名度，促进销售，展现企业良好的社会责任形象等目标。但是，并非所有的企业赞助都“一本万利”，实际情况往往是，许多企业赞助高校节事活动后并没有实现预期的目标，下次就不愿意再投资了；更有甚者，企业赞助后连是否获利都不得而知。本文为了解决企业投资赞助高校节事活动的“盲目性”和“一次性消费”等问题，希望构建一套适用于高校节事活动赞助效益评估的指标体系，使企业将赞助投资从盲目转变为基于准确数据和事实的科学企业行为，从而规避投资风险，保护投资者的热情，帮助赞助方和活动方实现“双赢”和“可持续发展”，这对企业科学有效地管理校园活动赞助具有重大的指导和实践意义。目前，国内外有一些研究围绕节事活动的赞助效益评估展开，但主要集中在体育领域，研究的内容多是评估方法的探讨，针对高校这一特定范围内的节事活动的赞助效益评估却鲜有涉及，且不具有系统性。本研究采用文献资料法、问卷调查法、案例研究法、对比分析法等研究方法，从公共关系学、传播学、市场营销学等学科角度出发，主要围绕“评估谁”、“评估什么”和“怎么评估”三个问题，通过赞助效益评估对象、赞助效益评估指标和赞助效益评估手段的研究，构建出了一套系统地、客观地、有针对性地、可操作地高校节事活动赞助效益评估指标体系。这也正是本文的创新所在。本文在第二章中，首先分析高校节事活动赞助市场的特点，通过比对一般节事活动赞助，总结出了企业投资高校节事活动的目标、途径和投资/回馈方式等特殊性，为构建适用于高校节事活动的效益评估的指标体系做铺垫。在第三章中，通过梳理大量相关文献资料，总结了两个经验模式和一个科学理论推导出的体育活动赞助效益评估指标体系的内容。经过分析，这三个现成的模式对于评估“高校节事活动赞助效益”的针对性和操作性不强，不可照搬照套，但从赞助效益评估流程、评估指标的界定和评估因子的选择上提供了启示和借鉴作用。在此基础上，基于一定的指标设计原则和高校节事活动赞助的特点构建出了高校节事活动赞助效益评估指标体系。第四章主要说明了赞助效益评估的常用手段和实施标准，这为切实开展评估提供了技术依据。第五章选取了两个具有代表性的案例，运用该指标体系进行赞助效益评估，事实证明该指标体系能够检验出企业的赞助投资是否实现了预期的目标，实现的程度如何，具有可行性和普适性。最后，，根据本文的研究，笔者针对该指标体系提出不足及改进建议，为今后进一步的研究打下基础。
[Abstract]:The activities of colleges and universities are rich and colorful, attracting a large number of energetic students to participate enthusiastically. Many enterprises targeting the target market as young people aim at this "big cake". They hope to attract the target audience, expand the brand or product popularity, promote the sales and show the enterprise by sponsoring the University's festivals and events. Good social responsibility and other goals. But not all corporate sponsorships are "one million dollars", and the reality is that many companies do not achieve the desired goals after sponsoring college festivals and not reinvest the next time; even more, it is not known whether the corporate sponsorship will make a profit.
In order to solve the problem of "blindness" and "one-off consumption" of the enterprise investment sponsorship, this paper hopes to build an index system which is suitable for the evaluation of the benefit of the sponsorship of colleges and universities, so that the enterprise will change the sponsorship investment from blindly to the scientific enterprise behavior based on accurate data and facts, thus evading the investment wind. Risk, protect the enthusiasm of investors, help sponsors and active parties to achieve "win-win" and "sustainable development", which is a scientific and effective management of the sponsorship of campus activities is of great guiding and practical significance.
At present, there are some studies at home and abroad on the evaluation of the sponsorship benefit of the festival activities, but mainly in the field of sports. The content of the research is mostly the discussion of the evaluation method. The evaluation of the sponsorship benefit in this particular range of colleges and universities is rarely involved, and it is not systematic.
This study adopts the methods of literature, questionnaire, case study and comparative analysis. From the perspectives of public relations, communication and marketing, this study focuses on three issues, including "assessing who", "assessing what" and "how to evaluate", and sponsoring benefit evaluation targets through sponsoring benefit evaluation, and sponsoring benefit evaluation indicators and The research on the means of evaluating the benefit of the sponsorship has established a systematic, objective and operable index system for evaluating the benefit of the sponsorship of colleges and universities. This is also the innovation of this article.
In the second chapter, this paper first analyzes the characteristics of the sponsorship market of College festivals and events, and through the sponsorship of the general events, sums up the particularity of the objectives, ways and investment / feedback methods for enterprises to invest in Colleges and universities, and pave the way for the construction of the index system for evaluating the benefits of College events.
In the third chapter, by combing a large number of relevant documents, this paper summarizes the content of the evaluation index system of sports sponsorship benefit derived from two empirical models and a scientific theory. After analysis, the three ready-made models are not strong in evaluating the sponsorship efficiency of the "University event sponsorship". However, it provides inspiration and reference from the process of sponsorship evaluation, the definition of evaluation index and the selection of evaluation factors. On this basis, based on the characteristics of certain index design principles and the characteristics of the sponsorship of College festival activities, the index system of the evaluation of the sponsorship benefit of the college Festival activities is constructed.
The fourth chapter mainly explains the commonly used means and implementation standards of sponsorship benefit evaluation, which provides a technical basis for carrying out the evaluation.
The fifth chapter selects two representative cases, and uses the index system to carry on the evaluation of the sponsorship benefit. In fact, it is proved that the index system can test whether the enterprise's sponsorship investment has realized the expected goal, the degree of realization, and the feasibility and universality.
Finally, according to the research in this paper, the author puts forward the deficiencies and suggestions for improvement of the index system, laying the foundation for further research in the future.

【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G647

【参考文献】