Research On The Sponsorship Effect Evaluation Of Ping An Of China, The Sponsor Of The Chinese Super League, Based On AHP-Fuzzy Comprehensive Evaluation Metho

With the steady development of social economy,the public’s consumption demand on the spiritual level is increasingly strong,and the consumption demand is a stepping stone for the rise of an industry,the sports industry has become the sunrise industry of our country’s social development in recent years under the stimulation of the increasingly active sports consumption,in which the sports competition performance industry as a pillar of vigorous development.In this process,Sports event sponsorship helps brand owners to achieve efficient marketing while also helping sports copyright owners to organize a good event,so it is widely favored,with the passage of time,the evaluation of the sponsorship effect of sports events has been put on the agenda,but at present this evaluation has not been given due attention due to various obstacles.Based on this,this research uses Delphi method,mathematical statistics method,analytic hierarchy process and fuzzy comprehensive evaluation method,etc.,this paper studies the sponsorship effect of the representative sponsor Ping An of Chinese Super League.After analyzing and collating the related materials of sponsorship of sports events in our country,this paper probes into the main contents of the evaluation of the sponsorship effect of sports events,and points out the difficulties in the evaluation process.The evaluation of sponsorship effect of Pingan is based on the establishment of the Evaluation Index System of sponsorship effect of CSL sponsors and the determination of the weight of the index.Finally,fuzzy comprehensive evaluation method is used to evaluate the effect of sponsorship.The main conclusions of this paper are as follows:First,through a review of relevant literature,this study finds that the Chinese Super League,which is the top football competition in China,has not performed as well as it should in the sponsorship market.Although its growth rate and growth trend are relatively good compared with itself,looking at the entire sponsorship market,there is still a certain gap in the sponsorship volume of the Chinese Super League.At present,there is little work and research on the evaluation of the sponsorship effect of Chinese Super League sponsors,which hinders the subsequent sustainable development of the Chinese Super League sponsorship market;Timely evaluation of the sponsorship effect of league sponsors,identification of sponsorship problems,and timely adjustment of sponsorship strategies can not only help sponsors improve sponsorship efficiency,but also provide indirect impact on copyright owners and reduce the cost of hosting tournaments.Second,through two rounds of Delphi survey and pre-research analysis and correction,this study constructs an evaluation index system for the sponsorship effect of the Chinese Super League sponsors,including four first-level indicators:communication effect,brand effect,social effect and economic effect,and twenty second-level indicators: exposure,arrival,perception,memory,brand connection and imagination,brand recognition,brand reputation,purchase intention,brand premium ability,brand loyalty,corporate social service image,corporate social responsibility,corporate social reputation,corporate social reputation,sales volume growth rate,sponsorship fee ratio,profit growth rate,total asset return rate,and market share growth rate.Third,through analysis of analytic hierarchy process,this study determines the weight of the evaluation index system of sponsorship effect of the Chinese Super League sponsors: The Weight of spread effect is 31.84%,brand effect is 41.88%,social effect is 16.58%,economic effect is 10.35%.Chinese Super League sponsors should pay attention to the development of the company’s brand image during the sponsorship process;The second is to make full efforts in the process of dissemination to increase exposure and recognition;As for the economic effects achieved by sponsoring the Super League,all sponsors should take a rational view.Fourth,through the use of fuzzy comprehensive evaluation,the sponsorship effect of Ping An,the sponsor of the Chinese Super League,is as follows: the rating of spread effect is "Very good",the rating of brand effect is "Average",the rating of social effect is "Good",and the economic effect is not evaluated due to data confidentiality,in the end,the overall effect rating of the Pingan sponsorship for the CSL was "Average".