| 试论成就体育赞助的配合运作 |
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| 引用本文： | 张文革,于秋生.试论成就体育赞助的配合运作[J].四川体育科学,2007(4):26-28. |
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| 作者姓名： | 张文革 于秋生 |
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| 作者单位： | 河北工业大学体育部,天津,300130 |
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| 摘 要： | 本文从企业内部营销手段、营销部门和企业外部参与方多重配合的角度讨论了体育赞助过程中,要达到赞助效益的最大化,各种营销手段、部门和参与方配合执行的重要性,并初步构建了配合运作的具体模式。营销手段配合运作包括平面广告和电视广告、促销手段、代言人、内外部公关等配合;营销部门配合运作包括赞助部的建立和广告部、推广部、公关部的配合;参与方配合运作包括被赞助方(体育赛事组委会、体育俱乐部、体育官方机构等)、媒体、体育经纪公司等机构的配合。
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| 关 键 词： | 体育赞助 配合 营销 沟通 |
| 文章编号： | 1007-6891(2007)04-0026-03 |
| 修稿时间： | 2007年1月29日 |
Talk about the Cooperation of the Achievement Athletics Sponsorship |
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| ZHANG Wen-ge,YU Qiu-sheng.Talk about the Cooperation of the Achievement Athletics Sponsorship[J].Sichuan Sports Science,2007(4):26-28. |
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| Authors: | ZHANG Wen-ge YU Qiu-sheng |
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| Abstract: | The author, from the view of internal marketing tool, marketing sectors and partners, made discussion on the importance of the cooperation with other's marketing tool, other's department and other's parterres in the process of sports sponsorship, and also build up the model of cooperation primarily The cooperation of marketing tool includes print materials and TV advertisement, promotion, Advocate, and internal and external public relations; The cooperation of marketing sectors includes the construction of sponsorship department and the cooperation of advertisement department, promotion department and public relations department. The cooperation of other partners includes the cooperation of sports department, media, sports brokers, etc. |
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| Keywords: | Sponsorship Cooperation Marketing Communication |
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