摘要
体育营销是市场营销在体育行业的具体应用,所以在本质上与市场营销没有根本的区别,也就是说市场营销的基本理论、范畴是适合体育营销的。体育营销的主体是体育组织和企业、事业单位。体育组织、企业、事业单位可以借助于市场推销自己的产品,树立企业(组织)形象。
Sports＇ marketing is the application of the marketing in sports industry. Therefore, there is no essential difference between general marketing and sports＇ marketing, i.e. the basic theories and categories of the former are applicable to the latter. The main participating bodies of sports＇ marketing are sports organizations, enterprises and institutions. They can promote the products and build the images of enterprises or organizations with the aid of marketing.
出处
《北京体育大学学报》
CSSCI
北大核心
2008年第3期318-320,共3页
Journal of Beijing Sport University
关键词
市场营销
体育营销
企业
产品
marketing
sports＇ marketing
enterprises
products
