CAJ | 학술논문

以整合营销的观念指导企业的营销传播活动已经成为企业体育赞助行为的共识。整合营销以其强大的整合功能在企业与各种利益相关者之间建立了良好互动的关系，有效传播和提升了体育企业的品牌价值。当前，企业在运用整合营销进行体育赞助时普遍存在缺乏一致性、战略性、目标不明确、战略趋同等问题。试图通过对整合营销以及体育赞助本质及运作机理的剖析，进行体育赞助整合观的理念塑造，以期为企业进行体育赞助实践活动提供一定指导。
이정합영소적관념지도기업적영소전파활동이경성위기업체육찬조행위적공식。정합영소이기강대적정합공능재기업여각충이익상관자지간건립료량호호동적관계，유효전파화제승료체육기업적품패개치。당전，기업재운용정합영소진행체육찬조시보편존재결핍일치성、전략성、목표불명학、전략추동등문제。시도통과대정합영소이급체육찬조본질급운작궤리적부석，진행체육찬조정합관적이념소조，이기위기업진행체육찬조실천활동제공일정지도。
Nowadays, integrated marketing concept has already become the consensus for enterprises to guide the activities of athletics sponsor marketing. Integrated marketing communication has a powerful function of integrating a variety of marketing tools so that enterprises establish a good interactive relationship with stakeholders and effectively communicate and promote their brand value. However, enterprises＇athletics sponsor activities generally lack of consistency, strategic ; convergence; have no clear goals and other issues in the use of integrated marketing communication. This paper attempts to analysis the nature and mechanism of integrated marketing communication and athletics sponsor, then puts forward the construction of the athletics sponsor marketing based on integrated marketing communication in order to guide the enterprises＇ activities of athletics sponsor marketing.