卡塔尔世界杯典型赞助商的体育赛事营销经验与启示  

Sports Event Marketing Experience and Enlightenment of Qatar World Cup Typical Sponsors

作　　者：迟桂军 代坤[3] 何俊 CHI Guijun;DAI Kun;HE Jun(China Volleyball College,Beijing Sport University,Beijing 100084,China;Department of Physical Education,Tangshan Normal University,Tangshan,Hebei 063000,China;School of Physical Education,Shandong University of Science and Technology,Qingdao,Shandong 266590,China;School of Sports Science and Physical Education,Nanjing Normal University,Nanjing,Jiangsu 210023,China;Competitive Sports School,Beijing Sport University,Beijing 100084,China;Jiangsu Institute of Sports Science,Nanjing,Jiangsu 210033,China.)

机构地区：[1]北京体育大学中国排球运动学院,北京100084 [2]唐山师范学院体育系,河北唐山063000 [3]山东科技大学体育学院,山东青岛266590 [4]南京师范大学体育科学学院,江苏南京210023 [5]北京体育大学竞技体育学院,北京100084 [6]江苏省体育科学研究所,江苏南京210033

出　　处：《首都体育学院学报》2023年第6期688-694,共7页Journal of Capital University of Physical Education and Sports

基　　金：国家社会科学基金重大项目阶段性成果(21&ZD347);山东省社会科学规划研究项目阶段性成果(23CTYJ14);河北省社会科学基金年度项目(HB20TY004)。

摘　　要：运用文献研究法、案例分析法等方法,总结赞助世界杯足球赛历史比较悠久的2个知名企业通过世界杯足球赛进行体育赛事营销的经验,为中国同类企业提供参考。经研究认为:从产品功能定位而言,2个企业做到了紧密结合世界杯足球赛的特点,准确定位产品功能和不断创新产品种类,以匠心提高产品质量,符合了世界杯足球赛的多项功能要求;从赛事观众情感共鸣而言,通过科技手段助力产品营销,激发消费者产生情感共鸣,使企业文化和世界杯足球赛相契合,丰富了企业品牌内涵,扩大了企业品牌产品的知名度,满足了赛事观众的情绪价值需求。中国同类企业可以在上述2个企业的体育赛事营销经验的基础上结合自身实际和产品特点制定适宜的体育赛事营销策略。By using the methods of literature review and case analysis,this paper summarizes the experience of two well-known enterprises which have a long history of sponsoring the World Cup Football Match in sports event marketing,so as to provide reference for similar enterprises in China.The study shows that the two enterp-rises have,in terms of product function positioning,closely combined the characteristics of the World Cup Football Match,accurately positioned the product functions and continuously innovated the product categories,improved the product quality with ingenuity,and met the multiple functional requirements of the World Cup Football Match;they have,in terms of audience emotional resonance,stimulated consumers to produce emotional resonance,made corporate culture and the World Cup match,enriched the connotation of corporate brands,expanded the visibility of corporate brand products,and met the emotional value needs of the audience,through scientific and technological means to help product marketing.On the basis of the above two enterprises’sports event marketing experience,the similar enterprises in China can formulate suitable sports event marketing strategies according to their own reality and product characteristics.

关 键 词：卡塔尔世界杯 足球赛 赞助商 体育赛事营销 广告营销 

分 类 号：G80-052[文化科学—运动人体科学]