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{"id":405266,"type":0,"block_id":"xiatianks_1354498844","theme_id":30,"user_id":150708,"path":"-xiatianks_1354498844","title":"为什么需要赞助量化管理","pubtitle":"为什么需要赞助量化管理","tags":"","public":true,"publicAccess":true,"private_link_enabled":0,"thumb":"https://s3-eu-west-1.amazonaws.com/infogram-thumbs-200/xiatianks_1354498844.jpg","width":700,"copyright":"Key-Solution","properties":{"transparent":false,"rtl":false,"export_settings":{"showGrid":true,"showValues":true},"whitelabel":false,"embed_button":"enabled","title_link":"infogram","custom_logo":"infogram","custom_link_url":"","embed_button_text":"Share","decimal_separator":".,"},"elements":[{"type":"particle","particle_id":17504728,"object_id":"e44b473b-eae8-11e4-a037-7b5f270fdca9","particle_type":"maintitle","picture":null,"text":"为什么需要赞助量化管理","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":370565,"object_id":"xiatianks_1354498844","particle_type":"quote","picture":null,"text":"1、量化与衡量自身的赞助目标","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":370567,"object_id":"xiatianks1354498934","particle_type":"bodytext","picture":null,"text":"企业赞助体育赛事的终极目标是实现投资回报(ROI) 最大化,而根据SMART原则,企业赞助目标的设定必须可以量化与衡量,因此需要对赞助目标与效果进行衡量。","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":370568,"object_id":"xiatianks1354499001","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/xiatianks1354499001.gif"},{"type":"particle","particle_id":370570,"object_id":"xiatianks1354499068","particle_type":"quote","picture":null,"text":"2、是衡量企业赞助目标与效果的最直接的方式","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":359839,"object_id":"xiatianks1354500378","particle_type":"bodytext","picture":null,"text":"销售额、利润、满意度等衡量方式,由多种要素构成,企业无法通过单纯销售额的改变来判断赞助效果的好坏,因为没有方法可以将赞助对销售额的影响单独剥离出来考量。","content_type":"","title":null,"shrink":null},{"type":"chart","chart_id":578769,"object_id":"xiatianks_1354499409","chart_type_nr":18,"data":[[["","%"],["销售额上升","100"],["赞助赛事","10"],["降价促销策略","10"],["新明星代言","10"],["广告","10"],["竞争对手衰落","10"],["政府政策","10"]],[]],"custom":{},"colors":["#8c2c0e","#d85128","#f28a35","#f3d4b5","#6db8db","#9ad3e5","#c0dfe5","#3d3021","#534741","#77665b","#afa89e","#885242","#d18358","#da987c","#dbc2a9","#457588","#84aec2","#a5c5cf","#c5d4d6","#524f4b","#676462","#897c74","#c4c1be"],"dimensions":[],"modifier":0,"sheetnames":[],"sheets_settings":[]},{"type":"particle","particle_id":370700,"object_id":"xiatianks1354503724","particle_type":"bodytext","picture":null,"text":"以销售额为例,企业在赞助一项赛事后,如果次季度销售额上升,并不能完全归功于赛事的赞助作用,其他因素如降价促销策略、广告、竞争对手衰落、政府政策等也可能导致销售额的变动。","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":370756,"object_id":"xiatianks1354515029","particle_type":"bodytext","picture":null,"text":"赞助量化管理可以通过比赛实时数据和观众调研,准确及时了解品牌的曝光程度与大众对品牌的认知度","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":371111,"object_id":"xiatianks1354515049","particle_type":"quote","picture":null,"text":"3、赛事受众 VS. 企业目标受众","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":371113,"object_id":"xiatianks1354515142","particle_type":"bodytext","picture":null,"text":"通过赞助量化管理可以收集分析赛事的关注者信息,包括人口统计学特征与运动特征等,企业可利用这些信息有针对性地制定自己的营销方案或改变赞助策略。","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":371129,"object_id":"xiatianks1354515434","particle_type":"bodytext","picture":null,"text":"如果赛事关注者与企业营销目标受众存在较大差异,企业也可有针对性地即时调整赞助策略与目标。","content_type":"","title":null,"shrink":null},{"type":"chart","chart_id":579516,"object_id":"xiatianks_1354515179","chart_type_nr":2,"data":[[["Past GDP","1870"],["18岁以下","1.87%"],["18-24岁","30.68%"],["25-34岁","41.22%"],["35-44岁","11.48%"],["45-54岁","6.32%"],["55-64岁","5.62%"],["65岁及以上","2.81%"]]],"custom":{},"colors":[],"dimensions":[],"modifier":0,"sheetnames":[],"sheets_settings":[]},{"type":"particle","particle_id":371130,"object_id":"xiatianks1354515474","particle_type":"bodytext","picture":null,"text":"如通过对2012环京赛的调研我们可以得出,大部分受众的年龄段集中在18—34岁,因此如果一家品牌的营销受众定位是老年人市场,那也许该企业应该选择其它目标赛事进行赞助。","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":371121,"object_id":"xiatianks1354515712","particle_type":"quote","picture":null,"text":"4、赞助是广告的一种变体形式","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":371122,"object_id":"xiatianks1354515738","particle_type":"bodytext","picture":null,"text":"赛事赞助商权益中很大一部分内容就是关于曝光的权益,通过赞助赛事企业可以将自己的品牌展示给现场及电视机前的观众,从而成为一种“付费的免费广告”。\n\n","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":360350,"object_id":"xiatianks1354516166","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/xiatianks1354516166.jpg"},{"type":"particle","particle_id":371123,"object_id":"xiatianks1354515768","particle_type":"bodytext","picture":null,"text":"对现场或电视观众来说,通过调研品牌认知度、回忆度等指标,可以检验品牌赞助效果。而从媒体曝光的角度来说,则可以通过计算媒体价值,计算出同等电视曝光时长内广告的费用,来衡量赞助商的曝光媒体价值。","content_type":"","title":null,"shrink":null}],"theme":{"createdAt":"2016-04-22T04:54:07.000Z","updatedAt":"2016-12-28T10:33:20.000Z","logoImages":[""],"charts":{"wordcloud":{"labels":{"fontWeight":"700","fontFamily":"Arial"}},"treemap":{"labels":{"value":{"fontFamily":"PT 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