中国企业体育营销现状调查及2008北京奥运营销策略研究  

Investigation on Current Condition of China Enterprise Sport Marketing and Marketing Strategy of 2008 Beijing Olympic Games

作　　者：韩玉波[1] 梁家凤[2] 赵紫衡[3] 张峰[3] 

机构地区：[1]日照职业技术学院基础部,山东日照276826 [2]曲阜师范大学体育科学学院,山东曲阜273165 [3]山东水利职业学院,山东日照276826

出　　处：《体育科技文献通报》2008年第10期105-106,108,共3页Bulletin of Sport Science & Technology

摘　　要：2008年北京奥运会的举办将为我国的体育营销带来一个广阔的前景,我国的企业要珍惜此次商机,更新市场观念,培养体育市场,积极参与体育营销之中,利用体育盛事开展有特色有创意的系统化体育营销活动。通过文献检索、官方调查数据及个人社会调研发现,中国企业近几年来打破了传统营销和娱乐广告营销一统天下的格局,意识到体育营销的重要地位,但是实际操作还不够成熟。总结企业成功地实施体育营销的几个关键特征:关联性、创意性、整合性和持续性,结合我国企业目前实施体育营销的现状和问题,提出了我国企业在2008奥运营销应该采取的对策。The holding of 2008 Beijing Olympic Games will bring the broad prospect for our sport marketing, our enterprises need to treasure this opportunity, renew the market idea, raise the sports market, positively participate in the sports marketing and using the sports grand occasion to develop the creativity the systematized sports marketing activity. Through the literature retrieval, official investigation data and individual social investigation, this paper finds out that the Chinese enterprise has broken the traditional marketing and an entertainment advertisement marketing series world pattern, in recent years, realizes the important status of sport marketing. Summary on several essential characteristics of enterprise which successfully implementing the sports marketing, the connection, the creativity and the endurance, and combining our enterprise current condition of sport marketing, the countermeasures of our enterprises taking in 2008 Beijing Olympic Games are put forward.

关 键 词：企业 体育产业 奥运会 营销 现状 策略 

分 类 号：G80-05[文化科学—运动人体科学]