论文部分内容阅读
通过多年实践,采用品牌赞助形式的体育营销,已经被广大国内企业接受并付诸行动。但是,对赞助项目缺乏长期的规划和经营,短视行为严重,是很多企业赞助时的软肋,对赞助的理解简单片面,使企业没有因此获得应有收益,有的甚至背上了沉重负担。很多营销行为,废长远,重眼前,让赞助方和被赞助方都未能获得预期的效果,走向了“双赢”的反面。然而,坚持多年连续支持中国网球公开赛(下称“中网”)的北京奔驰汽车有限公司(下称“北京奔驰”),却通过自己脚踏实地的实践,长期不断的付出,科学有效的组织方式,对于体育营销的深刻理
After years of practice, sports marketing adopting the form of brand sponsorship has been accepted and put into action by a large number of domestic enterprises. However, the lack of long-term planning and management of sponsorship projects and the serious short-sighted behavior are the weak points of many corporate sponsorships. The understanding of sponsorship is simple and unilateral, so that enterprises have not benefited from such benefits and some even incur heavy burdens. A lot of marketing, waste long-term, focusing on the immediate, so that sponsors and sponsors failed to obtain the desired results, to the “win-win” the opposite. However, Beijing Benz Automobile Co., Ltd. (hereinafter referred to as “Beijing Benz”), which has persisted for many years in a row to support the China Tennis Open (hereinafter referred to as “ChinaNet”), has, through its own down-to-earth practices and long- Effective organization, deep understanding of sports marketing