CAJ | 학술논문

用文献资料法、比较分析法和SWOT分析法，系统回顾中国企业在世界杯上的营销状况，通过典型案例探究中国企业在2014年巴西世界杯上的营销状况及效果，并对中国企业参与世界杯的行业进行系统分析。总结中国企业在巴西世界杯营销的优势和不足及行业领域，并提出相应的建议，对中国企业做好体育营销有一定借鉴意义，有利于增强我国企业的国际赛事营销能力，提高企业的赛事营销水平。
용문헌자료법、비교분석법화SWOT분석법，계통회고중국기업재세계배상적영소상황，통과전형안례탐구중국기업재2014년파서세계배상적영소상황급효과，병대중국기업삼여세계배적행업진행계통분석。총결중국기업재파서세계배영소적우세화불족급행업영역，병제출상응적건의，대중국기업주호체육영소유일정차감의의，유리우증강아국기업적국제새사영소능력，제고기업적새사영소수평。
The comparative analysis, SWOT analysis and literature,systematic review,Chinese enterprise marketing status in the world cup,through the typical case research China enterprises in the marketing status and the effect of the 2014 World Cup in Brazil,the system analysis and the Chinese enterprises to participate in the world cup indus-try. Summary Chinese enterprises in Brazil’s World Cup marketing advantages and disadvantages and industry,and puts forward the corresponding proposal, on the Chinese enterprises to the world cup marketing work has certain significance,is conducive to enhance the marketing ability of enterprises in our country in the world cup,to improve the marketing level of the enterprises in our country at the world cup.