价格月刊
價格月刊
개격월간
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2014年
2期
60~63
,共null页
体育赞助营销 品牌 身份识别 整合营销 传播
體育讚助營銷 品牌 身份識彆 整閤營銷 傳播
체육찬조영소 품패 신빈식별 정합영소 전파
sport sponsorship marketing brands identification integrated marketing communication
采用文献资料等方法,从分析体育赞助营销涵义入手,分析了影响体育赞助营销的因素主要是品牌市场定位、赞助双方利益诉求以及赞助身份识别.在此基础上,提出了企业实施体育赞助营销的对策,即制定明确的赞助目标,做好品牌精准定位,推行整合营销传播模式,加强赞助管理人才的培养.
採用文獻資料等方法,從分析體育讚助營銷涵義入手,分析瞭影響體育讚助營銷的因素主要是品牌市場定位、讚助雙方利益訴求以及讚助身份識彆.在此基礎上,提齣瞭企業實施體育讚助營銷的對策,即製定明確的讚助目標,做好品牌精準定位,推行整閤營銷傳播模式,加彊讚助管理人纔的培養.
채용문헌자료등방법,종분석체육찬조영소함의입수,분석료영향체육찬조영소적인소주요시품패시장정위、찬조쌍방이익소구이급찬조신빈식별.재차기출상,제출료기업실시체육찬조영소적대책,즉제정명학적찬조목표,주호품패정준정위,추행정합영소전파모식,가강찬조관리인재적배양.
Starting from analyzing the connotation of sport sponsorship marketing by reviewing literatures,the thesis studies factors influencing sports sponsorship marketing, which are brand positioning,interests of both sportsorship sides and personal identification of the sponsor. Based on the study, countermeures for enterprises to implement sports sponsorship marketing are proposed as follows：set clear sponsorship goals ;position a brand with exact precision ;implement the communication mode of integrated marketing;strengthen the sponsorship management talents training.
