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体育营销,顾名思义是以体育活动为载体来推广自己产品和品牌的一种市场营销活动,是市场营销的一种手段。而通常来说,体育营销包括两个层面:一是指将体育本身作为产品来营销。从一支球队和它的运动员,到一场赛事、一次运动会,都可视为营销学意义上的产品,这个层面可以称之为“体育产业营销”。另一层面是指运用营销学原理,以体育赛事为载体而进行的非体育产品的推广和品牌传播的营销现象。比如我们在世界杯中所看到的赞助商的一切活动和身影,以及它们产品、品牌的巧妙展示等。
Sports marketing, as its name implies, is a marketing campaign that uses sports as a vehicle to promote its own products and brands and is a marketing tool. Generally speaking, sports marketing includes two levels: First, marketing itself as a product. From a team and its players, to a race, a sports meeting, can be regarded as a marketing sense of the product, this level can be called “sports industry marketing.” Another level refers to the use of marketing principles, sports events as a carrier for the promotion of non-sports products and brand communication marketing phenomenon. For example, we see in the World Cup sponsor all the activities and figures, as well as their products, brand clever display.