| (深圳大学 体育部，广东 深圳518060) 摘要：2003年在广州举行中国-巴西足球对抗赛是国际足球A级赛事，较为成功地进行了资本运营。中巴足球对抗赛实行完全的市场模式运作，实现较高水平的资本运营，主办方与商家达成互利双赢，大大拉动了社会体育消费。但在赛事的商务开发、商业赞助策略、无形资产的开发以及资金风险控制方面存在不足。为此，对赞助市场的开发、资本运营，特别是开发大赛风险投资保险提出对策。 关键词：足球比赛；资本运营；风险控制；中国-巴西足球对抗赛 中图分类号：G843文献标识码：A文章编号：1006-7116(2005)06-0042-03 |
XIE Hong-guang
| (Department of Physical Education，Shenzhen University,Shenzhen 518060,China) Abstract:The China vs. Brazil soccer match in 2003 was a Class A international soccer match,in which capital operation was quite successfully carried out. Complete market mode operation was implemented in the China vs. Brazil soccer match,which had realized high level capital operation as well as mutual benefit and a win-win situation between the host and the businessmen,and had greatly promoted social sports consumption. However,deficiency existed in terms of the development of match related business affairs,commercial sponsoring strategy, intangible asset development,and capital risk control. The author offered proposals for sponsoring market development,capital operation,especially the development of risk investment insurance for big games. Key words:soccer match; capital operation; risk control; China Vs. Brazil soccer match |
下载本期全文：点击下载