| 中国男子篮球职业联赛赞助营销的研究 |
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| 引用本文： | 袁健,贾志强,胡飞.中国男子篮球职业联赛赞助营销的研究[J].四川体育科学,2009(1). |
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| 作者姓名： | 袁健 贾志强 胡飞 |
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| 作者单位： | 1. 安徽师范大学体育学院,安徽芜湖,241000
2. 北京体育大学,北京,100084 |
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| 摘 要： | CBA职业联赛的收入主要是赞助商的投入,因而获得国内外赞助商青睐成为CBA职业联赛持续快速发展的重要因素。目前我国的体育赞助市场属于一个买方市场,赞助方是矛盾的主要方面。通过文献资料法、问卷调查法、访谈法,对CBA职业联赛赞助营销进行研究,得出CBA职业联赛采取扩大市场推广力度、严厉打击"埋伏"营销、积极与媒体合作、延长联赛赛程、联赛举办地走城市化路线等营销策略提高联赛的知名度,扩大联赛的目标受众,从而获取企业的赞助。
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| 关 键 词： | CBA职业联赛 赞助 营销 |
The CBA Sponsorship Marketing Research |
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| YUAN Jian,JIAN Zhi-qiang,HU Fei.The CBA Sponsorship Marketing Research[J].Sichuan Sports Science,2009(1). |
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| Authors: | YUAN Jian JIAN Zhi-qiang HU Fei |
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| Institution: | YUAN Jian,JIAN Zhi-qiang,HU Fei 1.Anhui Normal University Sports College,Anhui Wuhu 241000,China,2.Beijing Sports University,Beijing,100084 |
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| Abstract: | The CBA revenue is mainly sponsor's input,so it's very important the domestic and foreign sponsors favor the CBA.At present,the sports sponsorship market of China is a buyer's market,sponsors is the main aspects.Through literature,surveys,interviews,study the CBA sponsorship marketing,the CBA adopt to expand the marketing efforts to crack down on "an ambush" marketing,and working with the media actively,to extend league schedule and so on marketing tactics raise the visibility League and expanded the target... |
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| Keywords: | The CBA Sponsorship Marketing |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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