| IT企业体育营销策略的实证分析 |
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| 引用本文： | 石挺荣.IT企业体育营销策略的实证分析[J].广州体育学院学报,2009,29(4). |
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| 作者姓名： | 石挺荣 |
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| 作者单位： | 广东工业大学体育部,广东,广州,510006 |
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| 摘 要： | 以IT企业中奥运合作伙伴(TOP)体育营销的先行者三星集团(Samsung)和后起之秀联想集团(lenovo)为研究对象,利用文献资料法、网络调查法等研究方法,对三星与联想集团的体育营销策略进行比较分析.认为:体育营销是实现体育文化、品牌文化和企业文化三者融合的焦点,只有充分发掘体育与企业之间的关联度、创造性地实施体育营销策略、全面细致的资源整合以及持续的营销机制才能使受众与企业产生共鸣,成为企业的一种竞争优势.
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| 关 键 词： | 体育营销 IT企业 策略 |
Demonstration Analysis of the Strategy of Sports Marketing of IT Business |
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| SHI Ting-rong.Demonstration Analysis of the Strategy of Sports Marketing of IT Business[J].Journal of Guangzhou Physical Education Institute,2009,29(4). |
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| Authors: | SHI Ting-rong |
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| Institution: | Department of PE;Gangdong University of Technology;Guangzhou 510006;China |
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| Abstract: | This paper regards Sansung and Lenovo as object,the sports marketing of the Sansung and Lenovo were analyzed with the document and the network investigate method and others in the paper.It ends with conclusions that: sports marketing is a focus of sport culture,production culture and business culture.The relevancy must be found between sport and business;The strategy of sport marketing must be implemented creatively.Then there will be a competitive superiority of the business. |
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| Keywords: | Sports marketing IT Business Strategy |
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