Impact of Sport Sponsorship on Small Businesses in China
Since late 1960s, sport sponsorship has now become a much developed industry. Sponsorship of sportsman, sport teams and sport events is now the core strategy of most companies marketing departments. However, the increasing investments on sport sponsorship result in a much higher marketing costs, small business can never endure the pressure of such a high cost any more. From the review of the origin and development of sport sponsorship, this article intends to analyze the impact of which on small business marketing strategy, and tries to find a suitable developing route for Chinas small business with Chinese characteristics.
sponsorship sport sponsorship small business competitive advantage
SHU Jing
School of Business Administration, Jiangxi University of Finance and Economics, P. R. China, 330013
国际会议
海口
英文
290-294
2010-11-26（万方平台首次上网日期，不代表论文的发表时间）