广西龙狮竞赛活动资本注入多元化研究

发布时间：2018-07-03 05:21

本文选题：广西龙狮 + 竞赛活动　；参考：《广西师范大学》2017年硕士论文

【摘要】：体育赛事的资金问题是体育市场能否兴起和发展的基本要素之一,资金注入直接影响了体育赛事能否顺利进行且完美展现在众人面前。自中国与东盟开展全面合作的头十年(2004年—2013年),在中国政府和广西各级政府、机构的努力下,广西的体育传播活动得到了全速发展,双方在各个领域之间的合作更是日益加深,交流甚是密切。与此同时,近些年,广西龙狮运动由从一项长期在民间开展的体育活动,开始朝着科学化、制度化、规范化、国际化的轨道前行,成为了一项具有一定社会特色性、影响性的竞技体育项目。但是,随着广西龙狮竞赛的不断开展与资本注入严重短缺的矛盾日益突出,仅仅依靠单一的资本注入已不能维持广西龙狮赛事的发展需要,摸索资本注入多元化渠道便成为一个必然选择。本文采用文献资料法、访谈法、实地调研法和逻辑分析法对广西近三年来龙狮竞赛资本注入的实际情况进行思考和梳理,在总结多元化资本注入对广西龙狮赛事开展实际情况的基础上,剖析目前广西龙狮竞赛活动资本注入过程中存在的主要问题,在此基础上,通过查阅资料从经济学、营销学等多视角对龙狮赞助的概念、现状、存在问题、必要条件等方面为完善广西龙狮赞助提出了相应的理论依据,有针对性的提出广西龙狮竞赛活动资本注入多元化策略。主要观点如下:第一、广西龙狮竞赛活动资本注入多元化是指第三方以实物或者资金的形式向赛事的组织方提供资助,通过对广西举办的龙狮竞赛活动资本注入来源途径、资金分配及使用、资金注入取得的成绩进行分析研究。发现广西龙狮竞赛资本注入多元化存在途径单一、金额有限、吸引赞助难度大、运作不合理、缺乏长效管理机制等问题,最终导致赞助商对龙狮赛事活动赞助的积极性不高。第二、广西龙狮竞赛活动资本注入多元化发展的必要条件:国家政策的出台,非物质文化遗产保护与传承,体育表演市场需求扩大,区域经济的发展,蓬勃的区域经济发展,互联网媒体的宣传为资本注入提供了机遇。第三、针对广西龙狮竞赛活动资本注入多元化研究应采取以下策略:(1)依托地方政策,推动龙狮赛事繁荣发展;(2)依托社会力量,营造龙狮竞赛市场氛围;(3)依托龙狮竞赛,开发少数民族旅游市场;(4)依托运营机构,创新多种资本运营模式;(5)依托政策导向,激发投资龙狮竞赛热情。
[Abstract]:The capital problem of sports events is one of the basic elements of whether the sports market can rise and develop, and the injection of funds directly affects whether the sports events can proceed smoothly and unfold perfectly in front of the public. Since the first decade of comprehensive cooperation between China and ASEAN (2004-2013), with the efforts of the Chinese government and Guangxi governments and institutions at all levels, the sports communication activities in Guangxi have developed at full speed. Cooperation between the two sides in various fields is deepening and exchanges are very close. At the same time, in recent years, the dragon and lion movement in Guangxi has developed from a long-term folk sports activity to a scientific, institutionalized, standardized and internationalized track, which has become a social feature. Influential competitive sports. However, with the contradiction between the continuous development of Guangxi Dragon and Lion Competition and the serious shortage of capital injection, the development needs of Guangxi Dragon and Lion events can not be maintained by relying on a single capital injection. Explore the diversification of capital injection channels will become an inevitable choice. This paper uses the methods of literature, interview, field investigation and logical analysis to reflect on the actual situation of the capital injection of dragon and lion competitions in Guangxi in the past three years. On the basis of summing up the actual situation of diversified capital injection to Guangxi dragon and lion events, this paper analyzes the main problems existing in the process of capital injection in Guangxi dragon and lion competition activities, and on this basis, through consulting information from economics, The concept, present situation, existing problems and necessary conditions of the Dragon and Lion sponsorship in Guangxi have been put forward in the aspects of marketing and so on, and the corresponding theoretical basis has been put forward in order to perfect the sponsorship of the Dragon and Lion in Guangxi, and the diversification strategy of the capital injection into the dragon and lion competition activities in Guangxi has been put forward. The main points of view are as follows: first, the capital injection of Guangxi Dragon and Lion Competition refers to the third party providing financial assistance to the organizers of the event in the form of material objects or funds, and through the way of injecting capital into the capital of the dragon and lion competitions held in Guangxi. The distribution and use of funds, the results of capital injection are analyzed and studied. It is found that Guangxi Dragon and Lion Competition Capital injection has a single way, limited amount of money, difficult to attract sponsorship, unreasonable operation, lack of long-term management mechanism, etc., which ultimately leads to the sponsors' enthusiasm for sponsorship of Dragon and Lion events is not high. Second, Guangxi Dragon and Lion Competition Capital infuses the necessary conditions of diversified development: the introduction of national policies, the protection and inheritance of intangible cultural heritage, the expansion of market demand for sports performances, the development of regional economy, and the vigorous development of regional economy. Internet media publicity provides an opportunity for capital injection. Third, the following strategies should be adopted to study the diversification of Guangxi dragon and lion competition activities: (1) relying on local policies to promote the prosperity and development of dragon and lion competitions; (2) relying on social forces to create a market atmosphere for dragon and lion competitions; (3) relying on dragon and lion competitions; Develop the minority tourism market; (4) rely on the operating institutions, innovation of a variety of capital operation mode; (5) rely on policy guidance, stimulate investment dragon and lion competition enthusiasm.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G852.9

【相似文献】