企业体育隐性营销产生的原因、种类及风险控制研究  

The Contributing Factors and Classifications of Enterprise Sports Recessive Marketing and its Risk Control

作　　者：杭兰平[1] 冯均科[2] 高楠[1] 韩丽云[1] 

机构地区：[1]西北工业大学体育部,陕西西安710072 [2]西北大学经济管理学院,陕西西安710069

出　　处：《西北大学学报（哲学社会科学版）》2014年第2期107-111,共5页Journal of Northwest University：Philosophy and Social Sciences Edition

基　　金：国家自然科学基金项目(70672103)

摘　　要：在讨论体育隐性营销产生的原因和种类划分的基础上,采用文献分析和对比分析、归纳与演绎的研究方法提出并分析了企业体育隐性营销的利益链以及博弈关系,提出了预防及控制的策略,以及正视和合理应用体育隐性营销的相关措施。On the basis of its cause and classification discussion, this paper proposes and analyzes the interests chain of enterprise sport recessive marketing and game relationship, with the methods of document analysis and inductive and deductive research. The paper also analyzes the identification and evaluation of sport recessive marketing risk, and accordingly proposes prevention and control strategy, and gains the implication that sport recessive marketing as an issue must be considered seriously and applied appropriately

关 键 词：体育管理学 体育隐性营销 利益链 风险控制 

分 类 号：F270[经济管理—企业管理] G80-05[经济管理—国民经济]