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개격월간
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2014年
3期
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品牌视角体育赞助营销企业品牌战略
品牌視角體育讚助營銷企業品牌戰略
품패시각체육찬조영소기업품패전략
brand perspective sports sponsorship marketing corporate brand strategy
随着经济运行机制的变革，将体育竞赛推向市场进行商业化运作，是我国体育管理体制改革的重点。体育赞助具有可信度高、沟通面广、社会反响大、易被接受等优点，现在很多厂商都有体育赞助营销的意识，认识到体育是品牌最好的广告载体。体育赞助营销是企业营销的手段之一，企业赞助体育的目的是通过赞助来提高企业形象，借助所赞助体育的良好社会效应，进行企业品牌知名度与形象推广，从而打开或扩大产品的销路，提高企业的经济效益和社会效益。
隨著經濟運行機製的變革，將體育競賽推嚮市場進行商業化運作，是我國體育管理體製改革的重點。體育讚助具有可信度高、溝通麵廣、社會反響大、易被接受等優點，現在很多廠商都有體育讚助營銷的意識，認識到體育是品牌最好的廣告載體。體育讚助營銷是企業營銷的手段之一，企業讚助體育的目的是通過讚助來提高企業形象，藉助所讚助體育的良好社會效應，進行企業品牌知名度與形象推廣，從而打開或擴大產品的銷路，提高企業的經濟效益和社會效益。
수착경제운행궤제적변혁，장체육경새추향시장진행상업화운작，시아국체육관리체제개혁적중점。체육찬조구유가신도고、구통면엄、사회반향대、역피접수등우점，현재흔다엄상도유체육찬조영소적의식，인식도체육시품패최호적엄고재체。체육찬조영소시기업영소적수단지일，기업찬조체육적목적시통과찬조래제고기업형상，차조소찬조체육적량호사회효응，진행기업품패지명도여형상추엄，종이타개혹확대산품적소로，제고기업적경제효익화사회효익。
To commercialize the sports event is the priority in the reform of sports management system in China along with the transformation of the economic system. Sports sponsorship is rehable, well-known, repercussive and acceptable by people. Many companies nowadays come to realize that sports is the best brand advertising carrier. Sports sponsorship marketing is one of the ways of marketing, so many companies improve the their images by sponsoring sports and promote the brands by using the good social effects of the sports they sponsored in order to expand product sales and improve the economic and social benefits.
