| （湖南人文科技学院 体育科学系，湖南 娄底 417000） 摘 要：从体育赞助市场诚信缺失的原因入手，全面分析我国体育赞助市场诚信缺失的表现，并对我国体育赞助市场诚信缺失的行为进行剖析，在此基础上针对我国体育赞助市场中的诚信缺失行为提出针对性的措施。研究认为我国体育赞助市场法制建设落后于发展需求，体育赞助市场各关联方对诚信重要性认识不足。目前，需完善法律法规，建设强有力的道德约束机制，才能有效改进我国体育赞助市场的诚信环境，不断促进我国体育赞助市场的健康有序发展。 |
LI Qun-yue
| （Department of Physical Education，Hunan University of Humanities Science and Technology，Loudi 417000，China） Abstract: By analyzing behaviors of the missing of good faith on the sports sponsoring market in China, the author specified the value of good faith on the sports sponsoring market. Starting at analyzing causes for the missing of good faith on the sports sponsoring market, the author comprehensively analyzed signs of the missing of good faith on the sports sponsoring market in China, dissected behaviors of the missing of good faith on the sports sponsoring market in China, and on such a basis put forward action-specific countermeasures against behaviors of the missing of good faith on the sports sponsoring market in China. Via his study the author put forward the following opinions: the construction of the sports sponsoring market regulating system in China has fallen behind the demand for de-velopment; various related parties on the sports sponsoring market have an insufficient understanding of the impor-tance of good faith; at present, the good faith environment on the sports sponsoring market in China can be effec-tively improved and the healthy and orderly development of the sports sponsoring market in China can be constantly boosted only by perfecting laws and legislations as well as by constructing a powerful ethical restraining system. |
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