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应用北京体育大学钟秉枢等开发的《体育赛事品牌传播价值评估系统》,对第6届长春亚洲冬季运动会的品牌传播价值与招商价值进行了量化评估。评估结果表明:亚冬会具有极高的品牌传播价值与赞助价值,其中亚冬会赞助商的回报价值(人民币)为:合作伙伴,4 752万元;赞助商为2 385万元;独家供应商972万元;供应商为463万元;特许经营商467万元;指定服务商192万元。本评估报告得到了业内专家的认可,认为本评估报告以定量化评估为基础,做到了评估的具体化、数字化。本评估报告及时地应用到了体育营销中,依此对亚冬会招商工作人员进行全面的培训,成功地指导了亚冬会的招商工作,使之超额完成了招商任务。
Applying the “Sports Brand Communication Value Evaluation System” developed by Beijing Sport University, such as Zhong Bing-Shu, we conducted a quantitative assessment of the brand communication value and investment promotion value of the 6th Changchun Asian Winter Games. The evaluation results show that: Asian Winter Games has a very high brand value and sponsorship value, of which the return value of Asian Winter Games sponsor (RMB): partners, 4 7520000 yuan; Sponsor is 23850000 yuan; exclusive supply 9.772 million yuan for suppliers, 4.63 million yuan for suppliers, 4.67 million yuan for franchisees and 1.92 million yuan for designated service providers. This assessment report has been recognized by industry experts and considered this evaluation report as a basis for quantitative assessment, so as to make the evaluation concrete and digital. This assessment report is timely applied to the sports marketing, so as to conduct comprehensive training on the investment promotion staff of the Asian Winter Games and successfully guide the investment promotion work of the Asian Winter Games so as to overcommit the investment promotion task.