摘要
体育营销是提升企业品牌知名度与品牌形象,扩大产品销售和提高企业市场竞争力的有效方法。在奥运会体育营销战略中,企业应将商业营销与人文精神、创造力、持续性、整合等概念相结合,使得受众更深刻地理解体育精神,满足产品带来的高层次的精神需求,提升和延伸品牌价值。
Sports marketing is an effective way to improve the brand- name recognition and image of enterprisers and promote the product marketing and strengthen the marketing competitive power of the enterprisers. In the strategy of the sports marketing of Olympic Games, the enterprisers should combine conmercial marketing with humanistic spirit, creation, sustainability and integration so that the consumers would be deeply impressed by the sport spirit and enjoy the spiritual needs of the products and the value of the brand name would be raised and extended.
出处
《云南电大学报》
2006年第2期55-58,共4页
Journal of Yunnan Rty University
关键词
奥运会
体育营销
发展
探讨
Olympic Games
sport marketing
development
exploration
