美国大学体育赛事营销传播的审视与思考  

An In-Depth Consideration on Sports Marketing Communication in American Universities

作　　者：袁莉萍[1] 

机构地区：[1]湖北经济学院体育系,武汉430205

出　　处：《体育与科学》2010年第4期65-68,共4页Sports & Science

摘　　要：利用调查与文献资料等研究方法,对美国大学体育赛事营销传播进行了审视与思考,结果如下:美国大学体育竞赛不仅带动了大学校园文化建设,为大学体育设施建设募集了巨额资金。更重要的是,体育竞赛成为美国大学进行品牌传播的重要手段,体育竞赛提高了大学的知名度和美誉度,为大学招生工作顺利进行提供了有力的支持。对美国大学体育营销传播进行深入研究,找出促进我国大学体育运动发展的针对性策略,使高校体育真正成为体育后备人才库,并在高校校园文化和品牌建设中发挥重要作用,是高校教育工作者应该思考的时代课题。Through the methods of survey and documentation study,we know the fact that American Universities have achieved a lot through their sports marketing communication.That is,American university sports competition has not only enriched the construction of campus culture,but also raised a huge amount of money for their sports facilities.More importantly,the athletic competition of American universities becomes an important means of brand promotion——sports competition helps improve the universities＇ popularity and reputation,and thus provide a strong support to their yearly enrollment.An in-depth research on the American university sports Marketing Communications motivates us college universities educators consider a temporary issue： whether we can identify a strategy of sports development in China′s universities according to the ＂American Model＂ and truly make the college sports become the base of China＇s sports talent？ If the proposition is valuable,can it simultaneously play an important role in carrying forward the campus culture and brand building program？ This essay aims to answer these very questions.

关 键 词：美国 大学 体育 营销 传播 

分 类 号：G80-05[文化科学—运动人体科学]