本文通过采用文献资料法、实地考察法、逻辑分析法和归纳演绎法，从企业的角度分析体育赞助在我国发展的现状及存在的问题，并运用价值工程的理论来深讨提升体育赞助价值，即通过构建体育赞助功能系统图，提高体育赞助的“功能”，降低体育赞助的“成本”，提高体育赞助“价值”的方案及相应的赞助策略，即最大限度的接触目标受众、改善体育赞助理念，注重价值工程团队建设。%By using literature data, field trips, logical analysis and inductive deductive method, this paper analyzes the development status and problems of sports sponsorship in China from the business view, and uses the Value Engineering theory to upgrade sports sponsorship value, that is the program and corresponding sponsorship strategy to improve the"function" of sports sponsorship, reduce sports sponsorship "cost" and improve its value by building sports sponsorship function system diagram, that is to maximize the contact with the target audience, improve sports sponsorship philosophy, and focus on value engineering team building.
展开▼
