【作者】 庞志军；

【导师】 王宝荣；

【作者基本信息】 广西大学 ， 工商管理， 2006， 硕士

【摘要】 随着社会和经济的发展，各种各样的活动、会议、展览、比赛越来越多，都靠政府财政投入不现实，也不长远。这样，这些活动就面临着筹办经费不足、资源取得不易等困难，迫使主办方对外寻求赞助机会。由于大多数活动的主办方对赞助工作认识的简单化，导致赞助项目的实施缺乏计划性、科学性和系统性。那么，如何通过项目化的管理，使赞助活动更加规范、有效，以取得充足的资金、物资支持项目的开展，是主办方很希望解决的问题。尤其是这些活动很多是新办的，难于直接借鉴奥运会等著名品牌活动的做法。 本文介绍了笔者根据在工作中的管理实践，在对目前赞助的现状和存在的问题进行分析的基础上，运用项目管理理论，将项目管理的基本思想和项目管理最新发展的方法应用于中国—东盟博览会这一国际性活动的赞助工作中，做的一些有益的尝试和探讨，试图为国内大型活动的赞助工作摸索出一套有一定的可操作性的项目化管理方法。本文的结论是：赞助可以而且应该实行项目化管理；赞助项目化管理的重点在于确立组织中的利益关系、过程管理、客户管理和团队管理。更多还原

【Abstract】 With the social and economic development, increasing number of various kinds of social activities, conferences, exhibitions and matches emerge. It is proved to be not a realistic and sustainable way to expect financial supports from the government. These kinds of activities thus face problems of lacking of operation expenses as well as easy access to needed resources, which forces the organizers to outsource for sponsors. Since most of the organizers are not fully aware of the complexity of sponsoring campaign, the execution of these kinds of sponsoring projects is not run systematically and scientifically. How to regulate the sponsoring campaign through project management so as to make it effective to attract enough capital and resources to ensure the well running of activities has become an emergent problem facing the organizers, especially when quite a few of these activities are newly emerged and can not completely copy the experiences of famous events like the Olympic Games.This thesis analysis the current situation and existing problems of sponsoring campaign based on the author’s personal experiences; by using basic theories of project management and other latest project management methods to the sponsoring campaign of the China-ASEAN Expo which involves many countries for certain positive tries and researches; and pursues for a new set of workable project management methods for the sponsoring campaign of large-scale activities in China. The conclusions thus drawn by this thesis are that project management system can be applied to this kind of sponsoring campaign, whose focus should be clarifying the interest relationship, and other fields of management like business process management, customer management and management of group.更多还原