大型体育赛事与体育市场营销的研究  

Research on the mega sports event and sports marketing

作　　者：金昱[1] 慕宝贵[1] 

机构地区：[1]辽宁师范大学体育学院,辽宁大连116029

出　　处：《湖北体育科技》2015年第6期488-491,共4页Hubei Sports Science

摘　　要：对体育市场营销的概念和企业参与体育市场营销类型进行了简要介绍的基础上,通过国内与国外企业在大型体育赛事中的成功营销案例进行了分析,探讨体育市场营销的效果,提出国内企业在今后赞助大型体育赛事活动中,可参考的体育市场营销战略。通过案例分析,得出以下结论:1)体育市场营销需要长期投资;2)需要持续性营销活动;3)满足消费者的需求。Based on the introduction to concept of sports marketing and enterprises to participation in sports marketing types,through the domestic and foreign enterprises and analyzed successful marketing case in mega sports event. And discusses the effect of sports marketing, offer the sports marketing strategy of the domestic enterprises in the future mega sports event sponsorship. Through the case studies get following conclusions. First, sports marketing need long-term investment. Second, need continuous marketing activities. Third,satisfy the consumer needs.

关 键 词：体育赛事 体育赞助 体育市场营销 

分 类 号：G80-05[文化科学—运动人体科学]