本文關(guān)鍵詞： 奧林匹克運(yùn)動(dòng)會(huì) 事件研究法 贊助企業(yè) 股價(jià)　出處：《佳木斯大學(xué)學(xué)報(bào)(自然科學(xué)版)》2015年05期 　論文類型：期刊論文

【摘要】：以世界最知名的奧林匹克運(yùn)動(dòng)會(huì)為主要研究賽事,利用事件研究法對(duì)奧運(yùn)伙伴計(jì)劃贊助商在奧運(yùn)會(huì)舉辦期間的股價(jià)表現(xiàn)進(jìn)行實(shí)證分析,探討大型運(yùn)動(dòng)賽事對(duì)贊助企業(yè)股票指數(shù)報(bào)酬的影響,得出結(jié)果:當(dāng)奧運(yùn)會(huì)開幕時(shí),TOP贊助商股價(jià)于開幕周前十二周為顯著的正向反應(yīng),在事件周之前二周為顯著的負(fù)向反應(yīng),在事件周之后第十周為負(fù)向顯著反應(yīng);當(dāng)贊助廠商依產(chǎn)業(yè)類型分類時(shí),發(fā)現(xiàn)日用品類、快遞類及消費(fèi)系統(tǒng)類股價(jià)的累計(jì)平均異常報(bào)酬逐步上升,化工類、媒體與出版類及電化設(shè)備類則是逐步下降;此外,當(dāng)贊助商分類為舉辦奧運(yùn)國(guó)的地主廠商與非地主廠商時(shí),發(fā)現(xiàn)地主廠商股價(jià)的累計(jì)平均異常報(bào)酬在事件期內(nèi)一路下滑.
[Abstract]:Taking the world's most famous Olympic Games as the main research event, the empirical analysis of the share price performance of the sponsors of the Olympic Partnership Program during the Olympic Games was carried out using the event research method. This paper discusses the influence of large sports events on the compensation of sponsored enterprises' stock index. The results show that top sponsor's share price is a significant positive reaction 12 weeks before the opening week of the Olympic Games. There was a significant negative response two weeks before the event week and a negative significant response at 10th weeks after the event week. When the sponsors classified according to the industry type, they found that the accumulated average abnormal returns of commodity, express delivery and consumer system stock prices gradually increased, while the chemical industry, media and publishing, as well as the audio-visual equipment category were gradually decreased. In addition, when sponsors are classified as landlords and non-landlords in host countries, the cumulative average abnormal returns of landlords' share prices have been falling all the way during the event period.
【作者單位】： 福建江夏學(xué)院公共體育部;
【分類號(hào)】：F832.51
【正文快照】： 0引言國(guó)際奧委會(huì)在1985年開始發(fā)展奧運(yùn)會(huì)伙伴計(jì)劃(The Olympic Partners Programme,TOP Pro-gramme),這個(gè)計(jì)劃在贊助奧運(yùn)會(huì)的團(tuán)隊(duì)擁有最高的權(quán)限.此計(jì)劃以四年為一個(gè)周期,統(tǒng)一由國(guó)際奧委會(huì)招募廠商,若前一屆入選TOP的廠商愿意續(xù)約,則擁有下一期TOP優(yōu)先入選的權(quán)利.成功入選的TO

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 馮慶匯;;奧運(yùn)≠股市上漲[J];財(cái)務(wù)與會(huì)計(jì);2008年16期

【相似文獻(xiàn)】

相關(guān)重要報(bào)紙文章 前1條

1 興業(yè)證券;三大板塊分享奧運(yùn)蛋糕[N];證券日?qǐng)?bào);2008年

，

本文編號(hào)：1489219