Research On Sponsorship Service Process Of China’s Sports Agency Companies

Sports brokerage is growing fast in China along with the development of China’s sports marketing. The industry, though, is at its primary development stage, filled with opportunities and challenges. Sports brokerage, playing an increasingly significant role in prosperity of sports market, has the function of setting up a bridge between suppliers and demanders of sports products and services, optimizing products and services quality, and reasonably distributing sports resources.This paper aims to analyze how the sports brokerage companies in China provide services to sports event sponsors from the perspectives of process theory. More specifically, it analyzes the current situation of sports event sponsor and sports brokerage companies, and points out their features. At the same time, by utilizing sponsor’s matching theory, integrated marketing theory and effect evaluation theory, this paper analyzes the process of "T company", providing services to" C Bank", one of the sponsors of 2014 China Open, and finds out some potential problems and their according solutions, thus proposing some suggestions.Research shows that the process of our country sports brokerage services sponsors can be divided into four stages, namely the analysis stage, planning stage, executing stage and summarizes period.Analysis stage includes sponsors analysis, namely the balance of business scale, organizational structure, competition, rights and interests, and sponsorship of sponsors and sponsor the analysis of target customers, etc;Related content analysis, i.e. the project characteristic, the scale analysis, the impact of the event analysis based on the analysis and event such as the target group, the sponsor system events such as market analysis;Sponsors and matching analysis of events.Planning stage including service time arrangement, organization and management and personnel planning, drafting sponsorship planning, risk management, the formation of high-quality planning, adjust planning, strictly follow the law related to sports brokerage. Among them, the proposed sponsorship planning but also accurate positioning, fully consider the feasibility, draw lessons from past experience, integration of resources. From attaches great importance to the customer requirements, integration of resources need propaganda theme, embedded product information, pay attention to publicity and other aspects.Execution phase need to abide by rules of competition organizing committee, to planning in place, timely treatment sponsor opinions, for sponsors provide friendly experience and staff management.Summary evaluation stage is required to do a good job of financial analysis, service, service effect analysis, etc.At present, China’s sports brokerage service event sponsors still exist some deficiencies, including execution, analysis, and the service object demand response is not ideal;Planning stage can not make full use of the integration of resources;Execution phase has not yet reached level of job of efficient and orderly;Sports brokerage talent specialization degree is not high. To solve above problems, this paper puts forward the following Suggestions:in-depth analysis the project information;Dig deeper into the limited resources, focus on investment returns ratio;Pay attention to service details, enhance the level of work performed.For employees to create a good development space, reserve talents.