Research On Sponsor Strategy Of University Sports Events Based On SWOT-PEST Model

In recent years,my country’s universities have developed rapidly,and the scale of higher education has increased significantly,which has played a positive role in promoting the improvement of the quality of my country’s nationals and the implementation of the talent strategy.Sports is an important force for high sustainability.An excellent university is bound to be inseparable from sports.A grand sports event is the embodiment of the university’s comprehensive strength,and event sponsorship is an important guarantee for the economic profit of the event.How to steadily develop college sports events on the road of self-improvement in colleges and universities,and formulate effective strategies based on the reality of sponsoring college sports events in my country,is the focus of this article.This article starts from the related theoretical viewpoints of marketing,sociology and economics,and conducts research through information retrieval,literature reading,case analysis and other methods.The research thoughts can be summarized in a nutshell: what is the current situation of sponsorship of sports events in colleges and universities in my country,what is the cause and effect of the current situation,what is the future development,and what are the specific strategies.From this we began to define the concept of sponsorship of college sports events,sort out the status quo and problems faced by college sports event sponsorship in China,and use the SWOT-PEST analysis method as a tool to further explore the advantages,disadvantages,opportunities,and threats faced by college sports event sponsorship in China.The opportunities and threats faced by the sponsorship of sports events in China’s colleges and universities are analyzed in a comprehensive and in-depth manner from the four aspects of politics,economy,society,and technology.The model matrix is cited and interdisciplinary analysis techniques generally considered to be more scientific are applied to raise some practical questions for guidance.Theories and conclusions about the development of sponsorship of sports events in China’s colleges and universities.Finally,the development strategy of my country’s college sports event sponsorship is drawn:developmental strategy-the use of government power,multi-party meticulous cooperation;diversified strategy-relying on government guidance to avoid potential dangers;reversal strategy-to adapt to the era of big data,promote University development;resistance strategy--establishing a university sports event operating system in line with national conditions.