根据伦敦Redmandarin策略咨询公司的最新研究成果,赞助行为正日趋复杂化、专业化,并逐渐成为品牌营销的一部分。同时该研究也显示,一些传统的赞助行为可能受到威胁,因为越来越多的品牌正在谋求在已有的权利模式之外与目标群体建立有效的联系。这次调查是继2004年之后进行的第二次相关研究,来自18个国家、17个行业的201位赞助企业的专业人士接受了调查。该研究有助于我们深入了解企业对赞助的态度,调查结果表明,赞助正日渐融入公司市场营销的主流。1赞助行业的发展 According to the latest research from Redmandarin Strategy Consultants in London, sponsorship is becoming more complex and specialized, and has gradually become part of brand marketing. At the same time, the study also shows that some traditional sponsorships may be threatened, as more and more brands are seeking to establish effective links with target groups outside of existing rights models. The survey, the second of its kind since 2004, was conducted by professionals from 201 sponsors in 17 industries in 18 countries. The study helps us to gain insight into how businesses are sponsoring and the findings show that sponsorship is increasingly being integrated into the mainstream of corporate marketing. 1 sponsors the development of the industry