价值共创的体育赞助营销管理分析  

Sports Sponsorship Marketing Management based on the Theory of Value Co‐creation

作　　者：彭静 卢长宝 PENG Jing;LU Changbao(School of Economics and Management,Fuzhou Software Technology Vocational College,Fuzhou,Fujian 350008;School of Economics and Management,Fuzhou University,Fuzhou,Fujian 350108)

机构地区：[1]福州软件职业技术学院经济管理系,福建福州350008 [2]福州大学经济与管理学院,福建福州350108

出　　处：《武夷学院学报》2020年第6期82-86,共5页Journal of Wuyi University

摘　　要：运用文献资料法等研究方法,从品牌形象转移的视角分析体育赞助营销管理策略。研究认为,体育赞助营销是典型的“寄生式”营销,它利用赞助关联及其他传播工具赋予了企业品牌积极的形象,从而带动企业产品及服务的销售。赞助商、体育IP所有者、传播媒体以及消费者共同为消费者创造价值,同时也为自己创造价值。因此,企业与消费者以及利益相关者只有采取更为频繁地接触、互动和创造性地合作,才能在价值共创的过程中实现品牌形象的转移。By using the methods of literature reviews,this paper analyzes the sports sponsorship marketing management from the perspective of brand image transfer.The research comes up with the conclusions that sports sponsorship marketing is a typical kind of"parasitic"marketing.It uses the relationship between sponsorship and sports,as well as other communication tools to give a positive image of the enterprise brand,so as to promote the sales of enterprise products and services.Sponsors,sports IP owners,media and consumers work together to create value for consumers,while they are creating value for themselves.Therefore,enterprises,consumers and stakeholders only by keeping more frequent contact,interaction and creative cooperation can make the transfer of brand image in the process of value.

关 键 词：体育赞助营销 价值共创 品牌形象转移 体育受众 利益相关者 

分 类 号：F713.56[经济管理—市场营销]