摘要
采用文献资料等方法,从分析体育赞助营涵义入手,分析了影响体育赞助营的因素主要是品牌市场定位、赞助双方利益诉求以及赞助身份识别。在此基础上,提出了企业实施体育赞助营的对策,即制定明确的赞助目标,做好品牌精准定位,推行整合营传播模式,加强赞助管理人才的培养。
Starting from analyzing the connotation of sport sponsorship marketing by reviewing literatures,the thesis studies factors influencing sports sponsorship marketing, which are brand positioning,interests of both sportsorship sides and personal identification of the sponsor. Based on the study, countermeures for enterprises to implement sports sponsorship marketing are proposed as follows：set clear sponsorship goals ;position a brand with exact precision ;implement the communication mode of integrated marketing;strengthen the sponsorship management talents training.
出处
《价格月刊》
北大核心
2014年第2期60-63,共4页
基金
2013年度河南省社科联、河南省经团联课题“中原经济区体育产业发展战略研究”(编号:SKL-2013-2811)阶段性研究成果
关键词
体育赞助营销
品牌
身份识别
整合营销
传播
sport sponsorship marketing brands identification integrated marketing communication
