再论“体育营销”  

Further Discussion on "Sports Marketing"

作　　者：钟育赣[1] 

机构地区：[1]广东商学院管理学院

出　　处：《北京工商大学学报（社会科学版）》2006年第6期61-65,共5页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

摘　　要：体育营销是营销学原理、方法运用于体育产品经营,或借助于体育事件进行体育或非体育产品的推广和品牌传播,和体育公关不是完全等同的概念。体育营销的本质特征是基于“体育”,进而“营销”;其战略意义在于形成品牌差异化,从而建立竞争优势。一个企业必须根据目标市场、品牌和定位战略,整合多种营销方式,才能有效开展体育营销。Sports marketing is to apply marketing theories and methods to the operation of athletic products or spread brands of athletic or non-athletic products based on sports events, which is not identical to sports public relation in definition. The essential characteristic of sports marketing is marketing based on sports. Its strategic meaning is to form brand differentiation and then to establish competitive advantages. An enterprise must integrate many ways of marketing according to target markets, brands and positioning strategy so as to carry out sports marketing availably.

关 键 词：体育营销 体育公关 本质特征 方式选择 

分 类 号：F713.50[经济管理—市场营销]