奥运会等大型运动赛事对赞助企业股指影响的实证研究

发布时间：2018-02-04 03:42

本文关键词： 奥林匹克运动会事件研究法赞助企业股价　出处：《佳木斯大学学报(自然科学版)》2015年05期 　论文类型：期刊论文

【摘要】：以世界最知名的奥林匹克运动会为主要研究赛事,利用事件研究法对奥运伙伴计划赞助商在奥运会举办期间的股价表现进行实证分析,探讨大型运动赛事对赞助企业股票指数报酬的影响,得出结果:当奥运会开幕时,TOP赞助商股价于开幕周前十二周为显著的正向反应,在事件周之前二周为显著的负向反应,在事件周之后第十周为负向显著反应;当赞助厂商依产业类型分类时,发现日用品类、快递类及消费系统类股价的累计平均异常报酬逐步上升,化工类、媒体与出版类及电化设备类则是逐步下降;此外,当赞助商分类为举办奥运国的地主厂商与非地主厂商时,发现地主厂商股价的累计平均异常报酬在事件期内一路下滑.
[Abstract]:Taking the world's most famous Olympic Games as the main research event, the empirical analysis of the share price performance of the sponsors of the Olympic Partnership Program during the Olympic Games was carried out using the event research method. This paper discusses the influence of large sports events on the compensation of sponsored enterprises' stock index. The results show that top sponsor's share price is a significant positive reaction 12 weeks before the opening week of the Olympic Games. There was a significant negative response two weeks before the event week and a negative significant response at 10th weeks after the event week. When the sponsors classified according to the industry type, they found that the accumulated average abnormal returns of commodity, express delivery and consumer system stock prices gradually increased, while the chemical industry, media and publishing, as well as the audio-visual equipment category were gradually decreased. In addition, when sponsors are classified as landlords and non-landlords in host countries, the cumulative average abnormal returns of landlords' share prices have been falling all the way during the event period.
【作者单位】：福建江夏学院公共体育部;
【分类号】：F832.51
【正文快照】： 0引言国际奥委会在1985年开始发展奥运会伙伴计划(The Olympic Partners Programme,TOP Pro-gramme),这个计划在赞助奥运会的团队拥有最高的权限.此计划以四年为一个周期,统一由国际奥委会招募厂商,若前一届入选TOP的厂商愿意续约,则拥有下一期TOP优先入选的权利.成功入选的TO

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