“体育娱乐化”在体育营销中的整合运用

体育娱乐化的新趋势使得企业在进行体育营销时,可将娱乐与企业、消费者、传媒资源整合运用,以实现与消费者的创新性沟通。这也是中小企业采用体育营销策略的契机,它们无法如知名企业一样在体育营销上投入巨大的财力,但可以借“娱乐化”策略炒作企业、品牌,以生动性、娱乐性迅速渗透至大众,达到良好的效果。

The integrated management of 'sports entertainment' in sports marketing

The new tendency -sports entertainment makes corporations integrate entertainment,enterprises resources,consumers and media resources,which can achieve innovative communicating between corporations and consumers.In particular,this is a good opportunity for some small companies in sports marketing.They can't invest more in sports marketing just like some well-know enterprises.But in virtue of "entertainment",which is more active and amused,it can penetrate into the consumers.Consequently,the corporation or brand will be more famous.