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作者:

Huang, L.-C. (Huang, L.-C..) (学者:黄鲁成) | Zhou, T.-T. (Zhou, T.-T..)

收录:

Scopus

摘要:

Many companies now recognise the strategic role of sponsorship and the great potential for creating value from a longer-term relationship. Therefore, an increasing number of companies seek to enter the Olympic marketing platform through sponsorship. They make significant investments in the staging and operation of the Olympic Games, seeking to maximise their return on their investment and realise their investment goals. In this study, text mining was adopted to discover sponsors’ underlying motivation for investment. We collected 1,056 relevant documents through the internet. Based on text mining, we finally extracted and summarised five main reasons for their participation in the Olympics. Finally, we used a case study (Lenovo Group Ltd.) to verify the results we acquired by using text mining, and to help us better understand sponsors’ Olympic strategy. The findings will help Olympic organisations effectively cooperate with sponsors to enhance their sponsorship relationships. © 2008 Inderscience Enterprises Ltd.

关键词:

Lenovo; motivation; Olympic Games; sponsor; text mining

作者机构:

  • [ 1 ] [Huang, L.-C.]School of Economics and Management, Beijing University of Technology, Beijing 100022, China
  • [ 2 ] [Zhou, T.-T.]School of Economics and Management, Beijing University of Technology, Beijing 100022, China

通讯作者信息:

  • 黄鲁成

    [Huang, L.-C.]School of Economics and Management, Beijing University of Technology, Beijing 100022, China

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来源 :

International Journal of Enterprise Network Management

ISSN: 1748-1252

年份: 2008

期: 4

卷: 2

页码: 353-365

被引次数:

WoS核心集被引频次: 0

SCOPUS被引频次: 1

ESI高被引论文在榜: 0 展开所有

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