CAJ | 학술논문

对体育市场营销的概念和企业参与体育市场营销类型进行了简要介绍的基础上，通过国内与国外企业在大型体育赛事中的成功营销案例进行了分析，探讨体育市场营销的效果，提出国内企业在今后赞助大型体育赛事活动中，可参考的体育市场营销战略。通过案例分析，得出以下结论：1）体育市场营销需要长期投资；2）需要持续性营销活动；3）满足消费者的需求。
대체육시장영소적개념화기업삼여체육시장영소류형진행료간요개소적기출상，통과국내여국외기업재대형체육새사중적성공영소안례진행료분석，탐토체육시장영소적효과，제출국내기업재금후찬조대형체육새사활동중，가삼고적체육시장영소전략。통과안례분석，득출이하결론：1）체육시장영소수요장기투자；2）수요지속성영소활동；3）만족소비자적수구。
Based on the introduction to concept of sports marketing and enterprises to participation in sports marketing types,through the domestic and foreign enterprises and analyzed successful marketing case in mega sports event. And discusses the effect of sports marketing, offer the sports marketing strategy of the domestic enterprises in the future mega sports event sponsorship. Through the case studies get following conclusions. First, sports marketing need long-term investment. Second, need continuous marketing activities. Third,satisfy the consumer needs.