| 中国企业体育营销的现状和对策分析 |
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| 引用本文： | 杜永利.中国企业体育营销的现状和对策分析[J].宁波职业技术学院学报,2007,11(6):19-23. |
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| 作者姓名： | 杜永利 |
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| 作者单位： | 武汉工业学院,人文系,湖北,武汉,430023 |
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| 摘 要： | 现代奥运不仅是体育赛场,也是企业营销的决赛场,体育运动为企业构建了一个市场推广平台。企业成功地实施体育营销的几个关键是:关联度、创造力、整合和持续性。我国企业在体育营销中应该注意保持体育营销策略的系统化和连续性,使产品附加中国传统和民族文化的特质,显示体育营销的文化传播特色,用整合营销的观念来从事体育营销,在实施体育营销策略时,企业要量力而行,不要盲目"跟风"。
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| 关 键 词： | 企业 体育营销 关联度 创造力 |
| 文章编号： | 1671-2153(2007)06-0019-04 |
| 修稿时间： | 2007年7月30日 |
An analysis of the current situation and recommendations for domestic enterprises to use sports marketing strategy |
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| DU Yong-li.An analysis of the current situation and recommendations for domestic enterprises to use sports marketing strategy[J].Journal of Ningbo Polytechnic,2007,11(6):19-23. |
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| Authors: | DU Yong-li |
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| Abstract: | Modern Olympics is not only sports stadiums but also marketing fields.Sport Games build a marketing platform for many enterprises to take the opportunities.2008 Beijing Olympic Games holding bring a broad prospect for China's enter-prises to cherish this business,update sports concept,fostering market.The Paper analysis several key factors of sports mar-keting strategy :relevancy,creativity,integration and consistency.Combing with the current situation and problems,the author offers recommendations when domestic enterprises is using sports marketing strategy |
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| Keywords: | enterprise sports marketing relevancy creativity |
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