安德玛高校女子足球联赛营销价值研究  

Research on the Marketing Value of Under Armour College Women's Football League

作　　者：谭静怡 TAN Jingyi(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》2023年第26期108-111,118,共5页Contemporary Sports Technology

摘　　要：安德玛在中国女足亚洲杯夺冠后对高校女子足球发力,举办了首届安德玛高校女子足球联赛。安德玛采取的营销策略:赛事独家冠名权、媒介营销策略、明星效应推广营销策略。营销对企业和高校双方均有一定价值,对安德玛企业来说,可提高品牌知名度、借助赛事流量推广、增加品牌销量、拓展消费群体、扶持品牌战略;对高校来说,可提高装备专业度、为学生提供机会、丰富校园生活和体育文化、培养后备人才,因此高校和企业应当积极寻求合作。而受多种因素影响,安德玛赞助高校女子足球联赛的商业化运作方面还存在赛事球员宣传欠缺、缺少品牌赛事官方社交媒体平台、传统媒体宣传力度不足等问题亟待解决。After winning the Asian Cup of the Chinese Women's Football Association,Andrema contributed to college women's football and held the first Andrema College Women's Football League.Under Armour's marketing strategies included exclusive naming rights for events,media marketing strategies,and star effect promotion marketing strategies.Marketing had certain value for both enterprises and universities,which could improve brand awareness,promote through event traffic,increase brand sales,expand consumer groups and support brand strategies for Under Armour,and could improve the professionalism of equipment,provide opportunities for students,enrich campus life and sports culture and cultivate reserve talents for colleges and universities,so universities and enterprises should actively seek cooperation.However,affected by many factors,there were still some problems to be solved urgently in the commercial operation of Under Armour's sponsorship to the college women's football league,such as the lack of player publicity of events,lack of official social media platforms for brand events,and insufficient publicity in traditional media.

关 键 词：安德玛 女子足球 高校足球联赛 营销策略 营销价值 体育赞助 

分 类 号：G843[文化科学—体育训练]