编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第PAGE-51-页共NUMPAGES51页第PAGE\*MERGEFORMAT-51-页共NUMPAGES\*MERGEFORMAT51页大学生创新项目结题报告拉赞助让大学生，商家得到了什么，失去了什么？指导老师：刘颖组员：匡银，彭晓康，肖左芳，于亮目录第一章、相关概念···························1.1、赞助·····························1.2、拉赞助····························1.3、信任度····························1.4、学生会外联部····························第二章、调查背景····························第三章、调查目的····························第四章、调查方法····························4.1、工作原理····························4.2、前期方案设想····························4.2.1、查阅相关文献资料、网站资料····························4.2.2.校友、商家访谈····························4.2.3、.发放调查问卷····························4.2.4、网上调查表····························4.3、计划进度安排····························第五章、前期成果····························5.1、对于学生和学生团体而言····························5.2、对于商家而言····························第六章、后期工作总结····························6.1、图表分析····························6.1.1、商家问卷调查表····························6.1.2、大学生问卷调查表····························6.2、综合分析····························6.2.1、对大学生群体的总结····························6.2.2、对商家的总结····························6.2.3、典型案例····························第七章、相关建议····························第八章、心路历程····························第九章、总结····························第十章、参考文献···························第十一章、附录····························11.1、访谈记录····························11.2、问卷调查表····························第一章:相关概念1.1、赞助：是关于大学生在校内、外举行一系列活动时所需要的一部分经费，而这部分经费无法通过学校申请或自己组织的能力支付，于是便出现了赞助这一说法。赞助是社会组织以提供资金、产品、设备、设施和免费服务等形式无偿赞助社会事业或社会活动的一种公关专题活动。赞助活动是一种对社会做出贡献的行为，是一种信誉投资和感情投资，是企业改善社会环境和社会关系最有效的方式之一。1.2、拉赞助：是以某活动为支点，以冠名，主办，协办，鸣谢，指定产品等形式，从企业获得资金，实物支持，并以一定的广告，新闻媒体的宣传作为回报的商业行为。1.3、信任度：信任度是指蕴含的强度，即事务D中c%的包含X的交易同时包含XY。若X的支持度是support(x)，规则的信任度为即为：support(XY)/support(X)，这是一个条件概率P（Y|X），即confidence（XY）=P（Y|X）。信任：【1】几十年来，来自不同学科：如社会学经济学社会心理学组织行为学文化与经济研究等的研究者提出了无数的信任定义但是至今没有达成共识，大体来说，在社会科学界的信任研究中，存在以下五种取向：1、将信任理解为对情境的反应，是由情境刺激决定的个体