摘要
体育赞助已经越来越成为企业的一种重要的营销手段 ,但人们对体育赞助营销的认识通常只局限于赞助方。通过区别传统营销与体育赞助营销 ,引入系统思考的方法 ,构建了体育赞助营销系统 ,重点探讨了体育赞助营销的外部整合与内部整合。
More and more enterprises are using sports sponsorship as a new marketing instrument, but people's understanding of sports sponsorship is just limited in the sponsor side. By distinguishing traditional marketing and sports sponsorship marketing, this article introduces the systematical thinking to construct the sports sponsorship system, and puts emphasis on external and internal integrities of sports sponsorship.
出处
《云南财贸学院学报》
2003年第3期60-64,共5页
Journal of Yunnan Finance and Trade Institute
