摘要
体育营销是一种营销思想,是企业的一种战略,通过体育赞助、请体育明星作产品代言人、符合体育文化的产品设计以及购买球衣广告、体育场广告等多种形式来进行整合传播,将体育活动中体现的体育文化融入到企业产品中去,实现体育文化与品牌文化的融合,从而引起消费者的共鸣。体育营销具有长期性、系统性和文化性的特点,容易在消费者心目中形成稳定的偏好,最终成为企业核心竞争力的一个重要组成部分。
Sports marketing is a kind of marketing thinking. It is a kind of strategy of the corporations. By sports auspices, inviting sports star as the spokesman of the product and devising product which fix in with the sports - culture and buying sports-shirt advertisements, stadium advertisements and so on to integrate marketing, the corporations integrate the sports -culture which in the sports with the products of the corporations, achieve the integration of sports - culture and brand - culture, then bring about the common responses of the customers. Sports-marketing is long-term、systematic、cultural, and the customers will have a steady predilection easily, and it will becomes a important part of the core competence.
出处
《经济与管理》
2005年第8期109-112,共4页
Economy and Management
关键词
体育营销
战略
品牌
sports marketing
strategy
brand
