| 我国体育用品企业电视广告投放现状研究 |
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| 引用本文： | 肖鹏,杨铁黎,刘润芝.我国体育用品企业电视广告投放现状研究[J].首都体育学院学报,2004,16(1):24-26. |
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| 作者姓名： | 肖鹏 杨铁黎 刘润芝 |
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| 作者单位： | 首都体育学院,研究生部,北京,100088 |
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| 摘 要： | 采用问卷调查法、文献资料法、数理统计法等,对我国体育用品企业电视广告投放现状进行了调查与分析,并提出了发展建议。研究表明:我国体育用品企业投放电视广告的积极性不高,并主要受企业产品特点与媒体特点的影响;企业投放电视广告的主要动机是促进产品销售;广告类型以产品广告为主。
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| 关 键 词： | 体育用品企业 电视广告 现状 |
| 文章编号： | 1009-783X(2004)01-0024-03 |
| 修稿时间： | 2003年12月6日 |
Study on the Present Condition of TV Advertising on Sporting Goods Enterprises in China |
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| XIAO Peng,YANG Tie-li,LIU Run-zhi.Study on the Present Condition of TV Advertising on Sporting Goods Enterprises in China[J].Journal of Capital College of Physical Education,2004,16(1):24-26. |
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| Authors: | XIAO Peng YANG Tie-li LIU Run-zhi |
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| Abstract: | By questionnaire survey, documentation and mathematical statistics, this article surveyed and analyzed the present condition of TV advertising on sporting goods enterprises in China, then pointed out some constructive suggestions. The research showed that: The sporting goods enterprises showed very little interest in TV advertising, which is mainly affected by the characteristics of products and medias; the main motivation of the enterprises is to advance products sale; the type of advertisement mainly sets on product advertisement. |
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| Keywords: | Sporting Goods Enterprises TV Advertising Present Condition |
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