Research On The Evaluation Of Large-scale Sport Events Sponsorship Effect In China

The level of sports event reflects the economic development and social stability, and is an important symbol of comprehensive development level of the nation and region. In recent years, with the development of sports and increasing sports events in our country,sports sponsorship makes the economic foundation and material guarantee and plays an important role in successfully organizing sports events. Meanwhile, sponsorship itself also became the important symbol of the levels of sports level. However, the uncertainty affect of sport sponsorship makes itself to face many difficulties. Especially the lack of relevant theories and practice assessment research makes it very difficult to find scientific and reasonable effective basis when expressing the sponsorship benefits for sponsor benefit main body.By using the literature data method, Delphi method, questionnaire survey method,mathematical statistics etc. on the basis of theoretical analysis of the effect on our country large-scale sports events sponsored, the paper makes deep research on the stakeholders of sports events and sponsorship marketing process from the perspective of sponsor. Also, the main method and the main influence factor of sponsorship effect evaluation are discussed. It constructs the sponsorship effect evaluation index system,and determines the weights of evaluation indexes. Combined with 2016 Wuhan Open Tennis Championship, the fuzzy comprehensive evaluation model is used to make comprehensive evaluation effect of the sponsorship. All the above has been made to provide effective reference for sponsors to make t sponsorship effects evaluation.The conclusion of the research:First, large-scale sport event has the following characteristic: long duration, large number of competitors, high competitive level and wide scope of influence. Sponsorship provides economic security and guarantees the sport events hold smoothly. Large-scale sports event sponsors effect in China refers to the influence on enterprise's profit,awareness and corporate image by the sponsorship behavior.Second, large sports sponsorship stakeholders including sponsors, organizer,participants,spectators and media. Sports sponsorship has a certain advantages compared with the traditional advertising. It can help increase enterprise brand awareness, improve awareness, enhance corporate image, improve the economic benefits, etc. But there are also some disadvantages such as high sponsored costs and the uncertainty of the effect.Third, sponsors effect comprehensive evaluation index system includes 4 first-level indicators: economic effect, communication effect and brand effect, social effect, 9 second-level indicators: sales target, investment efficiency, market share, media reports,impression, brand value, brand trust, corporate social responsibility, corporate image and other 26 third-level indicators: sales growth,profit growth and contribution rate,transmission power, arrival rate, perception, memory, degrees, brand loyalty, brand culture, brand quality trust, social service image, corporate reputation, etc.Forth, the weights of evaluation index system is made,including communication effect weight coefficient (0.4773), the brand effect of weight coefficient (0.2880), the economic effect of weight coefficient (0.1539),the social effect of weight coefficient(0.0808).Fifth, 2016 Wuhan Open Tennis Championship sponsors effect comprehensive evaluation is "good", of which communication effect is "good",brand effect is "good",social effect is "general".