我国体育用品企业电视广告投放现状研究  

Study on the Present Condition of TV Advertising on Sporting Goods Enterprises in China

作　　者：肖鹏[1] 杨铁黎[1] 刘润芝[1] 

机构地区：[1]首都体育学院研究生部,北京100088

出　　处：《首都体育学院学报》2004年第1期24-26,共3页Journal of Capital University of Physical Education and Sports

摘　　要：采用问卷调查法、文献资料法、数理统计法等,对我国体育用品企业电视广告投放现状进行了调查与分析,并提出了发展建议。研究表明:我国体育用品企业投放电视广告的积极性不高,并主要受企业产品特点与媒体特点的影响;企业投放电视广告的主要动机是促进产品销售;广告类型以产品广告为主。By questionnaire survey, documentation and mathematical statistics, this article surveyed and analyzed the present condition of TV advertising on sporting goods enterprises in China, then pointed out some constructive suggestions. The research showed that: The sporting goods enterprises showed very little interest in TV advertising, which is mainly affected by the characteristics of products and medias; the main motivation of the enterprises is to advance products sale; the type of advertisement mainly sets on product advertisement.

关 键 词：体育用品企业 电视广告 现状 

分 类 号：G804.32[文化科学—运动人体科学]