摘要
在人类历史长河中,赞助并不是新鲜事物,其原始形态甚至可以追溯到古罗马时期贵族们对角斗活动的资助,但将赞助作为一种营销手段进行研究的历史并不长(康威尔,1995)。大量将赞助视为营销手段的文献在20世纪80年代才开始涌现。1999年柯拉把体育赞助描述为现金或其他形式的投资,赞助者因此获得与活动相关的商业潜力回报。体育赞助的对象通常为一场比赛、一个联盟、一个协会、一个特定的个人或队伍,或者是比赛转播,用营销术语来讲,这些都是赞助的目标资产。通过分析体育赞助营销的概念、成功因素,继而提出企业体育赞助营销的对策思路。
Sponsorship is not a new thing in the long history of human, when it can be traced back to its original shape as Roman nobles funded the gladiatorial activities, however, the study of sponsorship as a marketing tool doesn＇t have a long his- tory. A lot of literature on sponsorship as a marketing means only began to emerge in the nineteen eighties. In 1999 Cora de- scribed sports sponsorship as cash or other forms of investment to get commercial potential returns. Object of Sports sponsor- ship is usually a game, an alliance, an association, a specific individual or team, or the game broadcasting, with the marketing jargon, these are the sponsorship target assets. The paper analyzes the concept of sports sponsorship marketing and success fac- tors, then made the corporate sports sponsorship marketing countermeasures.
出处
《价格月刊》
北大核心
2014年第1期74-77,共4页
关键词
体育营销
赞助营销
企业公关
市场竞争
sports marketing sponsorship marketing corporate public relations the market competition
