Studies on applicable effectiveness of the evaluation system for brand communicational value of sports matches

摘要

@@ Introduction: The purpose of this study was to analyze the scientific and applicable effectiveness of the Evaluation System for Brand Communication Value of Sports Matches. Based upon the analysis on sport matches characteristics concerning sports events, sport communication, valuable factors and value index, this study tried to achieve several aims; firstly, it analyzed the communicating elements in Sport Matches Brand Communication Value System, the affecting factor on value, value indexes and the relationship among different indexes. Secondly, a kind of scientific Sport Matches Brand Communication Value Estimation System has been founded and widely applied in sports marketing field. Thirdly, based on the estimation result, this system has effectively guided sports marketing working, provided action strategy for sport matches organizers and sponsors, and effectively utilize its value.