Study On The Current Situation And Strategies Of PE Sponsorship In China

Modern PE sponsorship was beginning in the middle period of 19th in USA .After the War Two, with the economy of west capitalism country high speed developing, the living of people advancing gradually, PE imported idea of business, became gradually a full industry including of entertainment ,leisure ,exercise, turned into a important content people was concerned about ,which make it possess character of media. Especially PE sponsorship operating successfully, in 1984 in LA Olympic Games, it was concerned by corporations and PE organizations, which developed quickly in the whole world. In our country, PE sponsorship was a new thing under the background of society type and economy system's revolution, with the course of PE industrialization accelerating in 1990s, PE industry was changing the mode from "multi-management"to "development all-out"gradually. As well as with the development of our country's economy increasingly, and the living of our country's people advancing quickly, especially "the plan of people's exercise"favorably bringing into effect, people like sport very much, which make PE sponsorship possess good foreground. However, as our PE sponsorship's development is properly laggard, PE sponsorship has some hard questions, Through document,the analysis of logic,the theory system etc, We regard PE sponsorship a system to analyze the current situation of our country's PE sponsorship. Firstly, for definituding their function and status in the system of PE sponsorship, we analyze the mutual effect relation of PE organization,sponsor,PE broker,media. Through analyzing some factors affecting in our country's PE sponsorship development, the paper brings forward some strategies: sponsor should establish a compatible and strategical frame-saw of PE sponsorship; PE organization should study to manage PE invisible capitals and rein PE match; media should be a important flat root PE sponsorship more holding; enhancing broker's operation ability; establishing a "all--win"system including PE organization,sponsor,medium,broker.