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采用文献资料等方法,从分析体育赞助营涵义入手,分析了影响体育赞助营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,推行整合营传播模式,加强赞助管理人才的培养。
Using the methods of literature and materials, starting from the analysis of the meaning of sports sponsorship camp, it analyzes the factors affecting the sports sponsorship camp mainly include the brand market orientation, the interest demands of both sponsors and sponsorship identification. On this basis, the countermeasures for enterprises to implement sports sponsorship camp are put forward, that is, establishing a clear goal of sponsorship, doing a good job of positioning the brand accurately, promoting the mode of integrated camp communication, and strengthening the training of sponsoring management personnel.