我国体育赛事赞助营销的动因分析与风险规避  

Motivations and Risk Aversion for China Sports Sponsorship Marketing

作　　者：苑晓平[1] 

机构地区：[1]山东财经大学体育学院,山东济南250014

出　　处：《山东财政学院学报》2014年第3期79-82,共4页Journal of Shandong Finance Institute

摘　　要：体育赛事赞助营销是企业进行市场营销的一种有效方式,是企业对外宣传、展示自我的一个良好平台。企业通过体育赛事赞助把消费者集中起来,利用媒介进行点对点的营销活动,宣传的到达率很高。赞助一些具有国际影响力的赛事,对企业走出国门、打开国际市场具有良好的推动作用。企业在进行体育赛事赞助营销时,应有一个长期的规划,将体育文化注入到自己的产品或服务中去,将赛事与企业联合成为一体,通过整合营销,产生协同效应,在一定的时间和空间范围内与消费者形成良好的沟通,借助体育赛事赞助将业务做强做大,获得企业品牌提升和更大的业务扩张机会。Sports sponsorship marketing is both an effective marketing means and a good platform for foreign publicity and self-demonstration. Through sports event sponsorship, an enterprise can collect consumers and achieve a high publicity reach through media via point-to-point marketing activities. Sponsoring internationally influential sports events has a boosting effect for an enterprise to open up overseas market. Therefore, enterprises should have a long-term plan for sports sponsorship marketing so as to promote business expansion and enterprise brand by infusing sports culture into products and services, integrating sports events and enterprise, and forming good communication with consumers.

关 键 词：体育赛事 赞助营销 整合营销 风险规避 

分 类 号：F713.5[经济管理—市场营销]