“主动营销模式”对我国体育赞助商的启示——以耐克公司打造“科比训练营”为例  

Enlightenment of the Active Marketing Model for Chinese Sports Sponsors——Taking as an Example Nike Company's Creation of Kobe Training Camp

作　　者：王嵩[1] 张超慧[1] 

机构地区：[1]四川大学体育学院,四川成都610065

出　　处：《成都体育学院学报》2009年第9期9-12,共4页Journal of Chengdu Sport University

摘　　要：随着体育赞助商品牌营销竞争的激烈化,体育营销模式的选择显得越来越重要。以"科比训练营"为例,从选择媒体平台、营销模式构思、看点打造等方面对"主动营销模式"进行分析,总结出"主动—整合—共赢"的核心理念,并论证该模式对体育赞助商在品牌营销中降低营销成本、提高营销效率的优势。以期能为我国体育赞助商提高其品牌营销的竞争力提供理论指导。With the increasingly fierce competition models become more and more important. Taking Kobe among sports sponsors to promote their brands, sports marketing training camp as an example, and from the selection of media platform, construction of the marketing model and the highlight formation, this article analyzes the active marketing model and summarizes its core theory of spontaneity - conformity - mutual benefit and elaborates on the advantage of the model in helping sports sponsors to reduce marketing cost and increase marketing efficiency, hoping to provide theoretical reference for sports sponsors to increase the competition strength of their brands.

关 键 词：体育赞助商 科比训练营 主动营销模式 主动-整合-共赢 

分 类 号：G80-05[文化科学—运动人体科学]