中国企业体育营销的现状与对策分析  

Analysis on the Current Situation and Recommendations for Domestic Enterprises to Use Sports Marketing Strategy

作　　者：杜永利[1] 

机构地区：[1]武汉工业学院人文系,湖北武汉430023

出　　处：《湖州职业技术学院学报》2009年第3期35-38,共4页Journal of Huzhou Vocational and Technological College

摘　　要：体育营销是一种现代营销传播手段,近20年来随着现代体育运动的蓬勃发展产生了越来越广泛的影响,中国企业在实施体育营销中存在的主要问题是观念落后,要想取得成功的关键是关联度、创造力、整合和持续性等四个方面,应树立全新的观念,保持体育营销策略的系统化和连续性,章显体育营销的的文化传播特色,并用整合营销的观念来从事体育营销,只有这样才能取得良好的效果,为企业带来丰厚的回报。Modern Olympics is not only sports stadiums but also marketing fields. Sport Games build a marketing platform for many enterpri ses to take the opportunities, update sports concept,and fostering market. This paper analyzes several key factors of sports marketing strategy： relevancy, creativity, integration and consistency. Combing with the current situation and problems in the field, the author offers recommendations when domestic enterprises are using sports marketing strategy

关 键 词：中国企业 体育营销 企业营销 

分 类 号：F713.50[经济管理—市场营销]