Based On The Study On The Relationship Between The Social Network Perspective Of Sports Sponsorship

The prior researches on sponsorship were studied from the aspects of enterprises most of the time, and those researches emphasized on the change of consumer’s attitude and reorganization toward sponsors in the process of sponsorship. This kind of research was not sufficient for analyzing the present developing needs of sports events.This study focused on the relation-building and structure characteristics between sponsors,sponees,and cousmers based on the Social Network Theory.Through exploring and discussing the relationship,the objective of this study was to find more completely understanding of the sponsorship.The Social Network Theory indicated that all movers in the network building up a social structure by some relating connections and those movers got embeddedness in this network structure.They exchange resource with others ahd take opportunities and limitations from their postions.From the research on sponsorship of prior studies,this study viewed the processing of sponsorship as a series of relation-building and establishment of network structure The sponsor,sponsee and consumer exchanged resource,gained influences from this network structure in this process and came up with every kind of sponsorship effects.This study,based on the Social Network Theory,used the methodology of case study to explore the sponsorship-developing process of sports events from the triple inteview,observation and collecting of documental evidence.This research found that the sponsor characteristics,the sponsee size and the consumer’s understanding of product or service will have influence on the triple relationship building in the sponsorship process.Moreover,the sponsee attributes,the frequency of resource exchane and the objective of sponsorship will influence the strength of relationship between sponsor and consumer and between sponsor and sponse.