赛事赞助中品牌传播效果的最大化  

On the Maximum Effect of Brand Commmunication of the Sponsorship in Sporting Events

作　　者：戢桂荣[1] 任毅[1] 

机构地区：[1]漳州师范学院,福建漳州363000

出　　处：《兴义民族师范学院学报》2011年第6期82-85,共4页Journal of Minzu Normal University of Xingyi

摘　　要：赛事赞助在品牌传播中扮演着越来越重要的角色。企事业单位通过赞助体育赛事提升品牌价值,塑造品牌的强势地位,实现品牌传播效果最大化,而体育赛事借助企业赞助品牌传播得到更好的宣传和拓展,品牌传播与体育赛事相互促进,共同发展。Sports sponsorship in brand communications plays an increasingly important role.To achieve a maximum effect,business units and public institutions can enhance the brand value through the sponsorship of sporting events to build a strong brand position and communications.Sports events will be better publicized with the help of the sports brand communications.Brand communications and sporting events promote their development each other.

关 键 词：品牌传播 体育赛事赞助 双赢原则 传播效果 

分 类 号：F273.2[经济管理—企业管理]