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当代企业对参与各类赞助活动的热情和兴趣比以往任何时候都要高涨,各式各样的商业赞助活动渗透到社会、经济和文化生活的各个角落。不同的是,过去的商业赞助活动往往与企业经营脱钩,并或多或少地与慈善活动联系在一起;现在,商业赞助活动则已成为企业与目标消费群进行沟通、从而传播和扩大企业知名度、塑造良好品牌形象和推广产品的重要营销手段。
The enthusiasm and interest of contemporary enterprises in participating in various kinds of sponsorship activities have risen higher than ever before, and various kinds of commercial sponsorship activities have infiltrated every corner of the social, economic and cultural life. The difference is that the past commercial sponsorship activities are often decoupled from the business operations and more or less associated with the charitable activities; now, commercial sponsorship activities have become the business and target consumer groups to communicate, so as to spread and expand business visibility , Create a good brand image and promote the product of an important marketing tool.