如何运用体育营销提升品牌价值  

Increasing Value of Famous Brand by Sports Marketing

作　　者：刘菲[1] 李大勇[1] 

机构地区：[1]延边大学,吉林延吉133002

出　　处：《生产力研究》2015年第7期132-136,161,共5页Productivity Research

摘　　要：现代市场的竞争不仅是产品和技术的竞争,更是品牌的竞争,具有大众认可的品牌,有利于提升产品的销售额。品牌是商家不可或缺的核心资源,使得其在竞争中具有长久优势。为此,商家通过采用多样化的营销策略来提升品牌价值,其中,利用体育资源进行营销,发挥其独特优势提升品牌价值,引起了广大商家的重视。体育是无国界的人类共同语言,借助体育运动进行商业化的活动,更具有吸引力强、覆盖范围广、忠诚度易维系等优势。体育背后蕴藏着无限商机,如何利用体育营销打造高价值的品牌,成为了当前商家着重考虑的问题。Competition is not only a competition of products and technology, but also a competition of brand. Famous brand accepted by public is helpful for expanding sales of products. Famous brand is a core resource for producers, so producers must increase value of brand by adopting different marketing strategies, among which is marketing by sports resources. Sports is a common language for human beings and commercial activities by means of sports events are more attractive. Behind sports there are many opportunities for increasing value of famous brand.

关 键 词：体育营销 品牌价值 营销 

分 类 号：F713.5[经济管理—市场营销]