后奥运时代体育赛事营销对提升企业品牌价值的优势分析  

The Analysis of Strengths of Competitive Sport Marketing After the Beijing Olympic era to Advance Enterprise Brand Valuation

作　　者：王世华[1] 尹忠斌[1] 栗晓亮[1] 

机构地区：[1]河北工程大学,河北邯郸056021

出　　处：《中国西部科技》2011年第25期66-67,共2页Science and Technology of West China

摘　　要：体育赛事营销作为一种现代营销手段,是在近20年来随着现代体育运动的蓬勃发展才开始受到重视的。它是依托于体育活动,将产品与体育结合,把体育文化与品牌文化相融合以形成特有企业文化的系统工程,具有长期性、系统性和文化性的特点。As a modern marketing method,the sport event marketing has gained much attention due to the rapid development of modern sports in recent two decades.It is a systematic process which relies on physical activities,combines products with sports and blends sport culture with the brand influence,thus creating a unique corporate culture.This marketing approach requires long-term work, systematic project with cultural deposits.

关 键 词：体育赛事 营销 企业 品牌 

分 类 号：F274[经济管理—企业管理]