本文選題：廣西龍獅 + 競(jìng)賽活動(dòng)　； 參考：《廣西師范大學(xué)》2017年碩士論文

【摘要】：體育賽事的資金問(wèn)題是體育市場(chǎng)能否興起和發(fā)展的基本要素之一,資金注入直接影響了體育賽事能否順利進(jìn)行且完美展現(xiàn)在眾人面前。自中國(guó)與東盟開展全面合作的頭十年(2004年—2013年),在中國(guó)政府和廣西各級(jí)政府、機(jī)構(gòu)的努力下,廣西的體育傳播活動(dòng)得到了全速發(fā)展,雙方在各個(gè)領(lǐng)域之間的合作更是日益加深,交流甚是密切。與此同時(shí),近些年,廣西龍獅運(yùn)動(dòng)由從一項(xiàng)長(zhǎng)期在民間開展的體育活動(dòng),開始朝著科學(xué)化、制度化、規(guī)范化、國(guó)際化的軌道前行,成為了一項(xiàng)具有一定社會(huì)特色性、影響性的競(jìng)技體育項(xiàng)目。但是,隨著廣西龍獅競(jìng)賽的不斷開展與資本注入嚴(yán)重短缺的矛盾日益突出,僅僅依靠單一的資本注入已不能維持廣西龍獅賽事的發(fā)展需要,摸索資本注入多元化渠道便成為一個(gè)必然選擇。本文采用文獻(xiàn)資料法、訪談法、實(shí)地調(diào)研法和邏輯分析法對(duì)廣西近三年來(lái)龍獅競(jìng)賽資本注入的實(shí)際情況進(jìn)行思考和梳理,在總結(jié)多元化資本注入對(duì)廣西龍獅賽事開展實(shí)際情況的基礎(chǔ)上,剖析目前廣西龍獅競(jìng)賽活動(dòng)資本注入過(guò)程中存在的主要問(wèn)題,在此基礎(chǔ)上,通過(guò)查閱資料從經(jīng)濟(jì)學(xué)、營(yíng)銷學(xué)等多視角對(duì)龍獅贊助的概念、現(xiàn)狀、存在問(wèn)題、必要條件等方面為完善廣西龍獅贊助提出了相應(yīng)的理論依據(jù),有針對(duì)性的提出廣西龍獅競(jìng)賽活動(dòng)資本注入多元化策略。主要觀點(diǎn)如下:第一、廣西龍獅競(jìng)賽活動(dòng)資本注入多元化是指第三方以實(shí)物或者資金的形式向賽事的組織方提供資助,通過(guò)對(duì)廣西舉辦的龍獅競(jìng)賽活動(dòng)資本注入來(lái)源途徑、資金分配及使用、資金注入取得的成績(jī)進(jìn)行分析研究。發(fā)現(xiàn)廣西龍獅競(jìng)賽資本注入多元化存在途徑單一、金額有限、吸引贊助難度大、運(yùn)作不合理、缺乏長(zhǎng)效管理機(jī)制等問(wèn)題,最終導(dǎo)致贊助商對(duì)龍獅賽事活動(dòng)贊助的積極性不高。第二、廣西龍獅競(jìng)賽活動(dòng)資本注入多元化發(fā)展的必要條件:國(guó)家政策的出臺(tái),非物質(zhì)文化遺產(chǎn)保護(hù)與傳承,體育表演市場(chǎng)需求擴(kuò)大,區(qū)域經(jīng)濟(jì)的發(fā)展,蓬勃的區(qū)域經(jīng)濟(jì)發(fā)展,互聯(lián)網(wǎng)媒體的宣傳為資本注入提供了機(jī)遇。第三、針對(duì)廣西龍獅競(jìng)賽活動(dòng)資本注入多元化研究應(yīng)采取以下策略:(1)依托地方政策,推動(dòng)龍獅賽事繁榮發(fā)展;(2)依托社會(huì)力量,營(yíng)造龍獅競(jìng)賽市場(chǎng)氛圍;(3)依托龍獅競(jìng)賽,開發(fā)少數(shù)民族旅游市場(chǎng);(4)依托運(yùn)營(yíng)機(jī)構(gòu),創(chuàng)新多種資本運(yùn)營(yíng)模式;(5)依托政策導(dǎo)向,激發(fā)投資龍獅競(jìng)賽熱情。
[Abstract]:The capital problem of sports events is one of the basic elements of whether the sports market can rise and develop, and the injection of funds directly affects whether the sports events can proceed smoothly and unfold perfectly in front of the public. Since the first decade of comprehensive cooperation between China and ASEAN (2004-2013), with the efforts of the Chinese government and Guangxi governments and institutions at all levels, the sports communication activities in Guangxi have developed at full speed. Cooperation between the two sides in various fields is deepening and exchanges are very close. At the same time, in recent years, the dragon and lion movement in Guangxi has developed from a long-term folk sports activity to a scientific, institutionalized, standardized and internationalized track, which has become a social feature. Influential competitive sports. However, with the contradiction between the continuous development of Guangxi Dragon and Lion Competition and the serious shortage of capital injection, the development needs of Guangxi Dragon and Lion events can not be maintained by relying on a single capital injection. Explore the diversification of capital injection channels will become an inevitable choice. This paper uses the methods of literature, interview, field investigation and logical analysis to reflect on the actual situation of the capital injection of dragon and lion competitions in Guangxi in the past three years. On the basis of summing up the actual situation of diversified capital injection to Guangxi dragon and lion events, this paper analyzes the main problems existing in the process of capital injection in Guangxi dragon and lion competition activities, and on this basis, through consulting information from economics, The concept, present situation, existing problems and necessary conditions of the Dragon and Lion sponsorship in Guangxi have been put forward in the aspects of marketing and so on, and the corresponding theoretical basis has been put forward in order to perfect the sponsorship of the Dragon and Lion in Guangxi, and the diversification strategy of the capital injection into the dragon and lion competition activities in Guangxi has been put forward. The main points of view are as follows: first, the capital injection of Guangxi Dragon and Lion Competition refers to the third party providing financial assistance to the organizers of the event in the form of material objects or funds, and through the way of injecting capital into the capital of the dragon and lion competitions held in Guangxi. The distribution and use of funds, the results of capital injection are analyzed and studied. It is found that Guangxi Dragon and Lion Competition Capital injection has a single way, limited amount of money, difficult to attract sponsorship, unreasonable operation, lack of long-term management mechanism, etc., which ultimately leads to the sponsors' enthusiasm for sponsorship of Dragon and Lion events is not high. Second, Guangxi Dragon and Lion Competition Capital infuses the necessary conditions of diversified development: the introduction of national policies, the protection and inheritance of intangible cultural heritage, the expansion of market demand for sports performances, the development of regional economy, and the vigorous development of regional economy. Internet media publicity provides an opportunity for capital injection. Third, the following strategies should be adopted to study the diversification of Guangxi dragon and lion competition activities: (1) relying on local policies to promote the prosperity and development of dragon and lion competitions; (2) relying on social forces to create a market atmosphere for dragon and lion competitions; (3) relying on dragon and lion competitions; Develop the minority tourism market; (4) rely on the operating institutions, innovation of a variety of capital operation mode; (5) rely on policy guidance, stimulate investment dragon and lion competition enthusiasm.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G852.9

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