［摘　要]　世博会品牌赞助是展会运营和企业之间的一个互助结合点，能够促进成功办展和企业品牌推广的双赢。世博局以采购代理的身份与赞助商进行谈判后确定供货价格并签订购货合同，合同的价款从VIK赞助额中扣除。另外世博局与使用主体签订委托协议，在协议中双方约定材料的结算价款，世博局按协议中约定的价款向使用主体收取现金，从而实现VIK材料的变现。
［关键词]　赞助,VIK折扣,处置,定价,管理
Abstract: The world expo sponsorship is a combining point of enterprise and expo running, can promote the success of the expo and promoting the corporate brand. The expo board negotiates with sponsor as purchasing agent, then determines the price and signs a purchase contract, contract cost deducted from donations. In addition, the expo board signs commission agreement with the user, and receive cash from the user by the clearing price which promised in commission agreement, in order to monetize the VIK material.
Key words: sponsorship; VIK discount; disposal; pricing; management
建筑经济，2012（4）：54-56