| 借鉴与超越——三星体育营销对我国企业的启示 |
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| 引用本文： | 杨明,常冬冬.借鉴与超越——三星体育营销对我国企业的启示[J].山东体育学院学报,2007,23(3):12-15. |
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| 作者姓名： | 杨明 常冬冬 |
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| 作者单位： | 1. 贵州师范大学体育学院,贵州,贵阳,550001
2. 平顶山学院体育系,河南,平顶山,467000 |
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| 摘 要： | 当前我国有越来越多的企业积极投入到各种体育营销活动之中。如何借鉴国外知名企业体育营销的成功经验,树立良好品牌形象,努力提高品牌竞争力,并走向国际化是摆在面前的一项重要课题。针对这一情况,揭示了三星体育营销的成功经验,分析了我国企业实施体育营销的机遇与问题,并提出建议。
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| 关 键 词： | 体育营销 体育赞助 奥运市场营销 体育文化 三星 |
| 文章编号： | 1006-2076（2007）03-0012-04 |
| 修稿时间： | 2006-06-05 |
Reference and transcend——with SAMSUNG sports marketing to enlighten China's enterprises |
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| YANG Ming,CHANG Dong-dong.Reference and transcend——with SAMSUNG sports marketing to enlighten China''''s enterprises[J].Journal of Shandong Physical Education Institute,2007,23(3):12-15. |
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| Authors: | YANG Ming CHANG Dong-dong |
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| Institution: | 1. School of PE, Guizhou Normal University, Guiyang 550001, China ; 2. Dept. of PE, Pingdingshan University, Pingdingshan 467000, China |
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| Abstract: | At present,more and more China's enterprises have taken part in sports marketing.It is a great problem to us how to regard successful experiences on sports marketing of foreign famous enterprise and use for reference in order to build up perfect brand image,improve brand competitive force,and at last successfully foster some international brand of China.In view of this situation,the paper used the successful experiences of world-famous brand SAMSUNG to analyze the opportunities and the problems existing in sports marketing of China's enterprises and also gives some useful suggestions. |
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| Keywords: | sports marketing sports sponsor Olympic marketing sports culture SAMSUNG |
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