论企业品牌战略与体育赞助  

Discussion Enterprise Brand Strategy and Sport Sponsorship

作　　者：周涛[1] 

机构地区：[1]南京理工大学体育部,江苏南京210094

出　　处：《体育科技文献通报》2007年第10期18-20,共3页Bulletin of Sport Science & Technology

摘　　要：体育赞助作为一种新的高效率的促销手段,成为各大企业争相运用的法宝。而在当前的企业竞争中,品牌竞争已成为其中的焦点,品牌战略是企业得以生存发展的核心。本文主要论述了体育赞助与企业品牌战略发展过程中的相互关系和作用。Sport sponsorship is becoming a magic weapon utilized by each big enterprise as a kind of new efficient promotion. The current brand competition has become the focus on the enterprise competition, brand strategy is the core of enterprise survive and development, This paper has mainly discussed the role and the correlation between sport sponsorship and enterprise brand strategic development.

关 键 词：企业 品牌 体育赞助 

分 类 号：G80-05[文化科学—运动人体科学]