基于品牌形象转移的茶叶企业体育赞助营销机制研究  

Research on sports sponsorship marketing mechanism for tea enterprises from the perspective of brand image transfer

作　　者：彭静 PENG Jing(Department of Economics and Management,Fuzhou Software Technology Vocational College,Fuzhou,350008,China)

机构地区：[1]福州软件职业技术学院经济管理系,福州350008

出　　处：《闽西职业技术学院学报》2020年第4期28-32,共5页Journal of Minxi Vocational and Technical College

摘　　要：从企业利用体育赞助开展营销的问题出发,以品牌形象转移理论为支撑,借助事件赞助中的形象创建和形象转移模型,通过茶叶品牌形象的内在结构和茶叶品牌形象转移过程的分析,得出茶叶企业品牌提升的内在机理。茶叶品牌与体育赛事的结合赋予了茶叶品牌新的属性,从而使其具有了差异性。茶叶品牌与体育赛事的关联增强了茶叶品牌对消费者尤其是赛事粉丝的吸引程度。茶叶品牌与体育赛事的关联传播能够促进品牌认知,提高企业的身份和地位,并获得消费者更多的尊重。Focusing on the study of this problem that enterprises use sports sponsorship to carry out marketing,supported by theory of brand image transfer,with the image building and image transfer model in event sponsorship,through the analysis of the internal structure of tea brand image and the process of tea brand image transfer,the internal mechanism of brand promotion for tea enterprises is obtained.The combination of tea brand and sports events endows tea brand with new attributes,so it makes the tea brand different from other tea brands.The relationship between tea brand and sports events enhances the tea brand attraction to consumers,especially to the fans of sports events.The associated communication between tea brand and sports events can promote brand cognition,improve status and position of the enterprises,and gain more respect from consumers.

关 键 词：茶叶企业 体育赛事 品牌形象 赞助营销 

分 类 号：F723.56[经济管理—市场营销]