理智的选择——赛事赞助的营销策略  

A Rational Choice the Marketing Strategy of Sports Sponsoring Projects

作　　者：王亚飞[1] 

机构地区：[1]安徽财经大学体育学院部,安徽蚌埠233041

出　　处：《四川体育科学》2007年第4期23-25,共3页Sichuan Sports Science

基　　金：安徽省教育厅教研项目<建构复合型体育经济专业人才培养体系研究>(JYXM2005217)

摘　　要：赛事赞助是体育营销的重要内容,赞助与被赞助方构成活动的主体和客体,其本质属性是建立在平等互利基础上的一种交换活动。因此,借鉴市场营销学科理论,从体育赛事活动的本体特性出发,建构科学的赛事赞助方案,是获取"双赢"的前提条件。研究表明一个科学合理的赞助方案,对于提高企业社会声誉和品牌影响力将是一个很大的推动。Supporting is the major activity of event marketing. To support and to be supported constitute the subject and object of the activity, which is a kind of exchange based on equality and mutual benefits. According to marketing course theory, the prerequisite for achieving a win-win situation is to design a scientific event supporting program, which has been proved to be a great impetus to enhance the social reputation brand influence of an enterprise.

关 键 词：赛事赞助 营销策略 对策 

分 类 号：G80-05[文化科学—运动人体科学]