情感营销:中国职业体育的主要营销策略  

Emotional Marketing the Main Marketing Strategy of Professional Sports in China

作　　者：刘金利[1] 

机构地区：[1]浙江大学,浙江杭州310028

出　　处：《中国体育科技》2006年第3期21-23,共3页China Sport Science and Technology

摘　　要：简介了情感营销的基本原理,结合对中国职业体育的本质属性和现实状况的分析,阐述了情感营销应当成为中国职业体育的主要营销策略的论断。本着尊重、关爱体育观众的理念和原则,提出了中国职业体育开展情感营销的一些方式和方法。This paper simple introduce the basic principle of emotional marketing, explains the reasons that emotional marketing should become the main marketing strategy of Chinese professional sports combining with analysis on practical condition and essential attribute. Based on the concept and principle of respecting and caring for sport audience, some methods and ways of developing emotional marketing in Chinese professional sports are put forwarded.

关 键 词：职业体育 营销 策略 中国 

分 类 号：G80-05[文化科学—运动人体科学]