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随着2008年北京奥运会的日益临近,越来越多的企业以前所未有的热情,投入到四年一度的奥运营销热潮中来。目前,国内绝大部分企业以“广告投放”及“体育赛事(运动员)赞助”作为体育营销的基本传播手段,尽管相对于国外的成熟经验来说,这两点还远远不够,但就是这两个简单的参与模式,仍旧被以一种初级的方式所管理和执行。究其原因,国内企业对于体育营销的真正运行机制缺乏透彻的了解,也没有领会到体育营销与企业品牌塑造和产品销售之间的真正内在联系,更没有建立起一套适应体育营销规律的整合传播工具。本文旨在通过定性和案例研究的方式,追本溯源,着重探讨体育营销出现的历史背景与现实地位、体育营销与大众媒介的共生关系、体育营销与企业品牌塑造的工作机制、以及企业在体育营销战略中如何通过恰当的媒体选择与目标受众进行深度有效沟通。
With the 2008 Beijing Olympic Games approaching, more and more enterprises are devoting themselves to the four-year Olympic marketing craze with unprecedented enthusiasm. At present, the vast majority of domestic enterprises to “advertising” and “sports events (athletes) sponsored” as the basic means of marketing sports, although compared to the mature experience of foreign countries, these two points is far from enough, but this is Two simple modes of engagement are still managed and executed in a very basic way. The reason for this is that domestic enterprises lack a thorough understanding of the true operation mechanism of sports marketing and do not understand the true internal connection between sports marketing and enterprise branding and product sales, nor do they establish a set of conformity to the laws of sports marketing Communication tools. The purpose of this paper is to trace the origin of sports marketing through qualitative research and case study, focusing on the historical background and realistic status of sports marketing, the symbiotic relationship between sports marketing and mass media, the working mechanism of sports marketing and corporate brand building, How to communicate effectively and effectively with the target audience through appropriate media choices in marketing strategies.