国外大型体育场馆大客户营销现状与启示研究  

Research on the Current Situation and Enlightenment of Key Account Marketing of Large Stadiums and Gymnasiums Abroad

作　　者：黄嘉涵 HUANG Jiahan(School of Sports Science and Engineering,East China University of Science and Technology,Shanghai,200237 China)

机构地区：[1]华东理工大学体育科学与工程学院,上海200237

出　　处：《当代体育科技》2021年第30期140-143,147,共5页Contemporary Sports Technology

摘　　要：该文采用文献资料法和逻辑分析法对国外大型体育场馆大客户营销现状进行研究,将场馆大客户分为冠名赞助商和合作赞助商,并综合归纳了值得借鉴的市场化大客户营销启示,包括培养“场馆保障+市场营销型”人才;高端赛事无休,保证场馆流量;法律合同规范,条目款项清晰;开发商业资源,拓展大客户权益;线上线下协同,助力营销活动。Using the methods of literature and logical analysis,this paper studies the current situation of key account marketing of foreign large stadiums and gymnasiums,divides the key key accounts of stadiums and gymnasiums into naming sponsors and cooperative sponsors,and comprehensively summarizes the enlightenment of market-oriented key key account marketing,including:cultivating"stadium support+marketing"talents;high end events are held continuously to ensure the flow of venues;the laws and contracts are standardized,and the items and payments are clear;develop business resources and expand the rights and interests of key key accounts;online and offline collaboration to help marketing activities.

关 键 词：大型体育场馆 大客户 营销 国外 

分 类 号：G8[文化科学—体育学]