摘要
运用文献资料及市场调研法 ,对部分中国奥运赞助企业营销实践进行调查。结果表明 :企业在运动行销的整合传播、营销力度及企业自身经营机制等方面存在不足 ,影响了奥运赞助效应的发挥 ;有效的运动行销管理需要企业各显其能 ,建构全面的运动行销认知 ,并依据奥运经济周期发展的不同阶段和企业自身情况 ,设计不同的市场推广和品牌营销策略。
By the methods of literature and market investigation, the authors have looked into the marketing practice of part Chinese Olympic sponsor enterprises. The results indicate that there exist some deficiencies in the integral transmission, marketing dynamics and management mechanism of the enterprises themselves and so on, which have affected the exertion of Olympic sponsor effects, as well as that the effective sports marketing management requires that the enterprises should exert their own abilities, construct a kind of over all cognition of sports marketing and design the different strategies of market extension and famous brand marketing according to the different stages of the development of Olympic economic period and enterprises' own circumstance.
出处
《上海体育学院学报》
CSSCI
北大核心
2003年第3期18-21,26,共5页
Journal of Shanghai University of Sport
基金
上海体育学院科研基金资助课题
