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伴随奥运会的临近,体育营销逐渐成为中国商界新宠。企业进行体育营销,即企业基于体育资源在社会生活中的高关注度,强大的媒体、公众影响力和积极良好的形象,借助将其产品、品牌、形象及文化与体育资源的捆绑并应用相关的市场工具,协助整体市场营销策略的实现。体育营销最基本的功能就是把企业的资源进行重新整合,企业的一切经营完全服务于体育营销,将体育活动中体现的体育文化融入到企业产品中去,实现体育文化、品牌文化与企业文化三者的融合,从而引起消
With the Olympic Games approaching, sports marketing has gradually become the new darling of the Chinese business community. Enterprises carry out sports marketing, that is, enterprises are highly concerned about sports resources in social life, strong media, public influence and a positive and good image, by bundling and applying their products, brands, images and culture and sports resources Market tools to help the overall marketing strategy. Sports marketing is the most basic function of the reorganization of the resources of enterprises, all business operations fully serve the sports marketing, sporting activities embodied in the sports culture to the enterprise products to achieve sports culture, brand culture and corporate culture three The fusion, which led to eliminate