微博时代下我国体育赛事营销刍议  

Sport Marketing in the Era of Micro-blog in China

作　　者：蔡宝家[1] 杜娟[1] 李顺友 

机构地区：[1]厦门大学体育教学部,福建厦门361005 [2]四川联合经济专修学院,四川成都611130

出　　处：《南京体育学院学报（社会科学版）》2012年第5期55-57,共3页Journal of Nanjing Institute of Physical Education

摘　　要：从制度经济学层面入手,以新时期体育赛事营销为主题,探讨在网络营销日益凸显的背景下,我国体育赛事在微博平台下进行营销的发展机遇和挑战,结合体育赛事特性,整合整体概况,试图开启我国体育赛事营销的新路径。The article draw from system economics perspective, with the theme of new period sports marketing. Ex- ploring the opportunities and challenges in the context of network of micro - blog platform for marketing development. Marketing has become increasingly prominent, which combined with the characteristics of sports events, integration of the overallprofile, trying to open a new path of Sports Marketing in China.

关 键 词：微博 体育赛事营销 传统营销 

分 类 号：G80-05[文化科学—运动人体科学]