【摘要】 随着我国体育赞助市场的兴起和不断发展 ,以及高等教育改革的不断深化和创新 ,越来越多的高校开始把体育赞助作为在市场经济条件下解决高校体育活动经费短缺问题的一个手段和途径。目前 ,我国高校体育赞助市场还很不完善 ,高校体育赞助运做很不规范 ,针对高校体育赞助理论的专题研究较欠缺。通过对制约我国高校体育赞助事业发展的因素的分析 ,力图提出一些推进我国高校体育赞助工作的营销策略 ,供高校在开展体育赞助活动时作为参考更多还原

【Abstract】 With the increasing development of sport sponsorship market and higher education reform in China, more and more universities begin to carry out sport sponsorship marketing as a financial method to settle the problem being short of funds. At present, however, there are lots of problems in Chinese university sport sponsorship market. In addition, there are lack of theoretical researches on it. The author analyzes the restrictive factors of university sport sponsorship, and brings out some marketing strategies as advices to those universities that prepare to carry out sport sponsorship marketing.更多还原