CAJ | 학술논문

研究指出，奇瑞汽车企业通过借助2008年北京奥运会、赞助体育赛事、参加汽车竞技赛事和邀请体育代言人的策略进行体育营销，取得了一定成绩．其体育营销存在的问题是：体育营销短期性，营销策略简单化；汽车品牌形象与体育赛事精神对接和定位有偏差；后续配套资金投入和宣传辅助跟进工作重视不够；缺乏对体育营销风险的评估．
연구지출，기서기차기업통과차조2008년북경오운회、찬조체육새사、삼가기차경기새사화요청체육대언인적책략진행체육영소，취득료일정성적．기체육영소존재적문제시：체육영소단기성，영소책략간단화；기차품패형상여체육새사정신대접화정위유편차；후속배투자금투입화선전보조근진공작중시불구；결핍대체육영소풍험적평고．
The study pointed out that during the 2008 Beijing Olympic Games Chery Automobile, by the means of sponsoring sports events,participating in the auto sports event and inviting the sports spokespers0n strategy sports marketing, has made some achievements. But it also has some problems such as： the short - team of sports market- ing; the simplistic strategy of marketing ; the deviation of car brand image and the spirit of sports events ; the neg- lect of follow - up supporting funding and publicity - assisted follow - up work and the lack of risk assessment of sports marketing.