国外著名企业成功体育营销经验探析  

ANALYSIS OF SUCCESSFUL EXPERIENCE OF THE FAMOUS FOREIGN ENTERPRISES SPORTS MARKETING

作　　者：高小玲[1] 

机构地区：[1]湖南理工学院经济与管理学院,湖南岳阳414000

出　　处：《云梦学刊》2010年第6期92-94,共3页Journal of Yunmeng

基　　金：湖南省教育厅资助科研项目<体育赛事后我国中小企业体育营销问题研究>课题研究成果;项目编号08C370

摘　　要：我国企业广泛运用体育营销推广品牌,但效果不佳,为此亟需借鉴国外著名企业体育营销的成功经验。分析可口可乐、三星、耐克和欧米茄这四个较具代表性的企业成功体育营销经历,他们都非常注重体育营销长期性和延续性;注重体育元素和品牌元素的完美结合;注重后续对体育资源的商业性开发;注重选择能造声势的体育平台;注重体育营销范围与品牌目标市场一致。Chinese small and medium-sized enterprises use extensively sports marketing to promote the brand,but the effect is not good,so,a well-known foreign enterprises are required to study the success of sports marketing experience. Analysis on sports marketing experience of the four brand of Coca-Cola, Samsung,Nike and Omega,they are very focused on the long-term continuity of sports marketing, the perfect combination of the sports elements and the brands elements, follow-up of commercial exploitation of the sports resources, choosing the sports platform to build momentum and the consistency of sports marketing scope and brand target market.

关 键 词：国外著名企业 体育营销 经验 

分 类 号：F069.9[经济管理—政治经济学]