| 体育营销初探 |
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| 引用本文： | 高珊,郭鹏.体育营销初探[J].鸡西大学学报,2006,6(6):48-49. |
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| 作者姓名： | 高珊 郭鹏 |
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| 作者单位： | 天津科技大学经济与管理学院(高珊) |
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| 摘 要： | 阐述了体育营销的发展以及在我国的开展状况;并分别从冠名、独家赞助等形式介绍了体育营销的一般模式;最后分析了体育赞助的重要作用。指出企业在进行体育赞助的同时,要对企业产品、企业形象重新设计、定位,使之与体育文化相符,使体育文化融入到企业经营的各个环节,形成企业与消费者的共鸣。
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| 关 键 词： | 体育营销 体育赞助 体育冠名 |
Sports Marketing |
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| Gao Shan Guo Peng.Sports Marketing[J].JOurnal of Jixi University:comprehensive Edition,2006,6(6):48-49. |
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| Authors: | Gao Shan Guo Peng |
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| Institution: | Gao Shan Guo Peng |
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| Abstract: | This article illuminates the development of the sports sponsor marketing and its situation in our country.Meanwhile,it also introduces the commonly patterns of the sports marketing by showing separately the forms of the naming and the exclusive sponsorship.Finally,it analyses the importance of the sports sponsorship.It pointes out that when the company is offering the sports sponsors,it has to redesign the products and the image of itself in order to make it confirm to the sports culture,which can also combine the sports culture and the operations of the company together,thus resulting in the resonance between the company and the consumers. |
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| Keywords: | sports marketing sports sponsor naming |
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