| 基于岭南文化的企业体育营销新视角 |
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| 引用本文： | 蒯放.基于岭南文化的企业体育营销新视角[J].广州体育学院学报,2015(2):26-29. |
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| 作者姓名： | 蒯放 |
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| 作者单位： | 广东科贸职业学院体育教研室 |
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| 摘 要： | 体育营销活动是一项元素集合性很强的文化传播活动,受到多层文化因素的影响。岭南文化作为一种优质的文化资本,其独特的文化特质能为企业树立了一种经营哲学视角,对企业在各种文化元素的取舍中具有价值导向作用。从文化学和营销学的角度,契合岭南文化和体育文化的特点,探讨企业开展体育营销的新视角。认为成功的体育营销需要在契合体育文化的基础上、挖掘品牌和产品的独特属性与消费者共鸣,并采取合适的整合营销传播策略,这一过程中企业应抓住四个关键要素:关联度、创造力、联动整合、持续性。
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| 关 键 词： | 岭南文化 体育营销 视角 |
| 修稿时间： | 2014/12/13 0:00:00 |
New Perspective of EnterpriseSports MarketingBased on Lingnan Culture |
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| KUAI Fang.New Perspective of EnterpriseSports MarketingBased on Lingnan Culture[J].Journal of Guangzhou Physical Education Institute,2015(2):26-29. |
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| Authors: | KUAI Fang |
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| Institution: | KUAI Fang;P. E. Department,Guang Dong Vocation College of Science and Trade; |
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| Abstract: | Sports marketing activities is a set of elements of cultural communication activity, can be influenced by the multiple cultural factors. Lingnan culture is a kind of excellent cultural capital,its unique cultural characteristics canestablish business philosophy perspectivefor the enterprise, can help the enterprisemake the choice of value orientation in various cultural elements. From the perspective of cultural science and marketing, with the characteristics of the Lingnan culture and sports culture, the paper discusses the new perspective in sports marketing for enterprise.We found that the successful sports marketing should be caused by the consumer resonance in the conjunction sports culture foundation, the excavation brand and the product unique attribute and adopts the appropriate conformity marketing dissemination strategy, in this process the enterprise should focus on four essential factors: Interrelatedness, creativity, linkage conformity, endurance. |
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| Keywords: | Lingnan culture sports marketing Strategy |
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