奥地利红牛体育营销策略及启示  

Sports Marketing Strategy of Austrian Red Bull and Its Enlightenment

作　　者：熊黎琳 朱寒笑 Xiong Lilin;Zhu Hanxiao(Sport Department of Shenzhen University,Shenzhen 518061,Guangdong,China)

机构地区：[1]深圳大学体育部,广东深圳518061

出　　处：《体育科技文献通报》2021年第11期171-173,203,共4页Bulletin of Sport Science & Technology

摘　　要：奥地利红牛被誉为全球第一功能饮料品牌,每年约有三分之一的收入投在体育营销上,旗下拥有五支足球队、两支F1车队、两支冰球队。奥地利红牛广泛且长期致力于体育运动领域、借助体育营销树立起独特品牌形象的案例,能够为我国功能饮料企业在体育营销实践上的进一步发展提供借鉴。采用文献资料法等对奥地利红牛的体育营销策略进行分析,认为其成功之处在于:聚焦极限运动,强化品牌形象;丰富体育营销对象,构建多元协同格局;整合体育资源,制作娱乐性内容;成立媒体工作室,扩大营销传播渠道。启示:精确定位,找准体育营销的切入点;拓宽视野,发掘多元化的营销传播渠道;调整认知,坚持体育营销的连续性和长期性。Austrian Red Bull is reputed as the world’s first functional beverage brand,about one third of its annual revenue is invested on sports marketing and owns five soccer teams,two F1 teams and two ice hockey teams. The case of Austrian Red Bull’s extensive and long-term commitment to the field of sports and establish its unique brand image through sports marketing can provide reference for the further development of Chinese energy beverage enterprises in sports marketing practice. This paper analyzes the sports marketing strategy of Austrian Red Bull by means of literature,and concludes that its success lies in: focus on extreme sports and strengthening the brand image;enrich the target of sports marketing and construct the multiple cooperative pattern;integrate sports resources and produce entertainment content;and establish media studio and expand marketing communication channel. Enlightenment: find the right entry point of sports marketing via accurate positioning;broaden our vision and explore diversified marketing communication channels;adjust cognition and adhere to the continuity and long-term of sports marketing.

关 键 词：体育营销策略 奥地利红牛 功能饮料 

分 类 号：G80-05[文化科学—运动人体科学]