从整合营销的视角探析大众体育作为体育营销资源的运用  

Research on Mass Sports as Sports Marketing Resource Utilization from the Perspective of Integrated Marketing

作　　者：罗光利[1] 郝然[2] 

机构地区：[1]华北电力大学,河北保定071000 [2]北京体育大学,北京100084

出　　处：《北京体育大学学报》2013年第11期25-30,共6页Journal of Beijing Sport University

摘　　要：大众体育作为体育营销资源的体育产业道路迎来了新的发展机会和更大的发展空间,同时也对体育市场营销领域提出了更高的要求。以体育营销、整合营销、企业社会责任等为理论依据,选取国内体育品牌、国外体育品牌、国内非体育用品品牌、国外非体育用品品牌运用大众体育作为体育营销资源的实际案例为研究对象,采用文献资料法、案例分析法、逻辑分析法等研究方法。研究认为,企业在整合营销传播理论的指导下,其营销效果表现出如下几个特点:目标受众精准度较高、能够实现企业与消费者的双向沟通、传统媒体与新媒体相结合、营销形式多样化等。得出如下结论:良好的公共关系是大众体育营销的基础保障;优质的媒介资源组合,实现传播效果最大化;注重企业内部、外部资源整合,实现边际效益最大化;整合多种营销形式,实现营销理念创新。As a sports marketing resource, mass sports industry ushers in a new road full of development opportuni- ties and makes more space for development. Meanwhile, it puts forward higher requirements for the field of sports marketing. This research chose sports marketing, integrated marketing, corporate social responsibility as theoreti- cal basis, and used methods of literature consultation, case analysis and logical analysis. The subjects of this pa- per are both domestic and foreign sports brands which used mass sports as sports marketing resource. Under the guidance of integrated marketing communications theory, enterprises＇ marketing effectiveness showed several char- acteristics including higher precision of the target audience, achieving two-way communication between businesses and consumers, combination of traditional media and new media and various forms of marketing features. This pa- per drew several conclusions. Firstly, good public relations is the basic guarantee for public sports marketing. Secondly, good media resouces combination can maximize the dissemination effects. Thirdly, focusing on integra- tion of the internal and external resouces of enterprises can maximize the marginal benefit. Fourthly, various mar- keting forms should be integrated together to achieve innovative marketing idea.

关 键 词：大众体育 体育营销 整合营销 体育品牌 公共关系 媒介资源 

分 类 号：G80-05[文化科学—运动人体科学]