体育赞助对我国体育用品生产企业品牌资产的影响分析.docx

目录
目 录
1 前言.“二”“.......……“.””””“二”.”“”二”.”......……“二““.””””…““.“”.”二“““二””.”.”.1
研究背景..................................................................................................…… 1
体育赞助现象........................................................................··················……2
问题的提出.....................................................................................·..······……4
研究的目的...............……,...................................................................·····……4
研究的方法..................................................................................············……5
研究的创新点.....................................................................·........············……5
2 文献回顾...……”””””““”“““”””.…””..…”.............................……;.. “……”“…”…6
2 .1 品牌资产概述..............................................................................············……6
2 . 品牌的研究................................……,..................................···············……6
2 . 品牌的特征.……,........................................................................········……7
2 . 品牌的作用与意义............................................................................……8
2 . 品牌资产的研究概述.......................................................................……9
2 . 对相关品牌资产模型研究的回顾...........……二...............................…… 10
2 .2 体育赞助概述....……气..............................................................··.....········…… 13
2 .2 .1 体育赞助的概念..................................························,···,···············…… 13
2 .2 .2 体育赞助的基本构成......................................................................…… 14
2 .2 .3 体育赞助的功能..............................................................................……巧
3 模型构建.“”................……”.”.....……“””........……””......……”.”..…”.....……”….18
3 .1 模型的构成............................................................................................…… 18
3 .2 模型的分析................................