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首页> 外文会议>AMA Summer Educators Conference >A CUTTING EDGE APPROACH TO ACHIEVE VIVID DESTINATION FOR SPORT SPONSORSHIP
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A CUTTING EDGE APPROACH TO ACHIEVE VIVID DESTINATION FOR SPORT SPONSORSHIP

机译：实现体育赞助生动目的地的尖端方法

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Marketing has been always the answer to the companies as; using that, one can rectify and satisfy the needs. The only thing that companies try to stick with is to compete with their competitors in the marketplace of today in a way to win them. Moreover, not only do they fulfill the requirements of the clients, they must gratify the needs of their own employees, as well. The purpose of this study is to acquire the knowledge of advantages and disadvantages of engaging in sports sponsorship activities in electronic marketplace domain. To this aim, the researcher chose some research questions and three qualitative case studies have been conducted. The sample organizations which questionnaires and interviews have been conducted are Iranian. This research clarifies the most significant advantages and disadvantages of sport sponsorship in electronic markets. It is found that image making, public awareness, the brand's visibility, publicity image and building good-will are some of the advantages. In addition, bad-will risks, ambush marketing, lack of standardization and evaluation are of disadvantages involved in sponsorship procedure which need to be addressed in sport sponsorship processes. A novel approach is proposed in present study in order to ranking the suitability of different industrial companies for a destination of sport sponsorships and the way to target their final clients. Twelve pros and six cons as a standard feature for proper destination in sport sponsorship domain are defined. Positive image association, Eliminate media noise, Generate awareness, Leverage public preferences, Leverage public preferences, internal motivation, Goodwill, Same theme in diverse media, Create exclusivity, Create pride, Difficult to avoid target audience, Create publicity and Cost effective are mentioned advantages. Also, Ambush marketing, Controversies and negative attitude, No standardization, Inflexible, Difficulties in evaluation are disadvantages in sport sponsorship domain. Three companies are used in order to show the applicability of proposed approach as a case study. Pars electric as a famous and distinguished Iranian manufacturer of electronic device fields is considered as the first case. The second and third cases are LG and Samsung which are well known and pioneer companies in the world. This is the first study that considers electronic device manufacturing companies as a competitive destination for sport sponsorship. Also, regarding to the litera- ture numerical approach has not been proposed in sport sponsorship domain. Key words: Marketing; Sport Marketing; Event Marketing; Sponsorship; Sport sponsorship.
机译：营销始终是公司的答案使用此，可以纠正并满足需求。公司唯一尝试坚持的是与他们在今天的市场上的竞争对手竞争，以一种赢得他们的方式。此外，它们不仅满足客户的要求，他们也必须满足自己员工的需求。本研究的目的是获得在电子市场领域中参与体育赞助活动的优缺点知识。为此目的，研究人员选择了一些研究问题，并进行了三项定性案例研究。调查问卷和访谈的示例组织是伊朗人。本研究阐明了电子市场体育赞助的最大优势和缺点。结果发现，图像制作，公众意识，品牌的可见性，宣传形象和建筑物的好意思是一些优势。此外，糟糕的风险，伏击营销，缺乏标准化和评估缺乏涉及的赞助程序，需要在体育赞助过程中解决。本研究提出了一种新的方法，以便对体育赞助目的地的不同工业公司的适用性进行排名，以及瞄准最终客户的方式。定义了十二个优点和六个缺点作为运动赞助域中适当目的地的标准功能。正面形象协会，消除媒体噪声，产生意识，杠杆公共偏好，利用公众偏好，内部动机，善意，相同的主题在不同的媒体中，创造独特，创造骄傲，难以避免目标观众，提出宣传和成本效益的优势。此外，伏击营销，争议和消极态度，无标准化，不灵活，评价困难是运动赞助领域的缺点。三家公司用于展示所提出的方法作为案例研究的适用性。作为一个着名的和杰出的电子设备领域制造商的电气被认为是第一种情况。第二个和第三个案例是LG和三星，它是世界上众所周知的和先锋公司。这是第一项考虑电子设备制造公司作为体育赞助的竞争目的地的研究。此外，在体育赞助领域尚未提出数字方法。关键词：营销;运动营销;活动营销;赞助;体育赞助。

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