ThomasA.Baker,陈书睿
Thomas A. Baker, CHEN Shurui

• 1:美国佐治亚大学 国际体育管理研究中心 佐治亚州 雅典 30602
• 2:上海体育学院 经济管理学院 上海 200438

摘要(Abstract)：

基于国外相关文献,分析大型体育赛事面临的两大主要风险——恐怖主义和伏击营销,前者会造成巨大的经济损失和人员伤亡,后者对体育赞助效果产生负面影响。提出:针对恐怖袭击,应制订并实施安全保障管理措施,如风险评估、提供应急预案、培训人员等;针对伏击营销,应进行赛前教育和公关活动,管理比赛现场标志,实行合同限制等。
This paper, based on the literature review abroad, analyzed the 2 major risks of mega sporting events—terrorism and ambush marketing. The former will cause great economic damage and causalities while the latter will produce negative effect on sport sponsorship. It proposed that security guarantee and management measures, such as risk evaluation, emergency plan and personnel training, should be established and implemented in response to terrorism. Pre-competition education and PR activities should be held in response to ambush marketing. Besides, on-site logo management and contract constraint should be well done as well.

关键词(KeyWords)： 大型体育赛事;风险管理;恐怖主义;伏击营销
mega sporting events;risk management;terrorism;ambush marketing

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): ThomasA.Baker,陈书睿
Thomas A. Baker, CHEN Shurui

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