| 略论我国体育赞助市场营运策略 |
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| 引用本文： | 刘洪新. 略论我国体育赞助市场营运策略[J]. 淮海工学院学报(社会科学版), 2006, 4(2): 61-63 |
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| 作者姓名： | 刘洪新 |
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| 作者单位： | 淮海工学院,体育教研部,江苏,连云港,222005 |
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| 摘 要： | 通过对体育赞助市场的分析,认为发展我国体育赞助市场的营运策略应以企业为中心,建立平等、高效的开发商市场,树立品牌意识,提高赞助品的质量,强化赞助行为的规范性,促进赞助回报率的提高,培养一支稳定的赞助骨干队伍,才能确保体育赞助市场稳定、快速、健康地发展.
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| 关 键 词： | 体育赞助 市场营运 营运策略 |
| 文章编号： | 1008-3499(2006)02-0061-03 |
| 修稿时间： | 2006-01-10 |
A Research into the Strategy of Sports Sponsoring Marketing in China |
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| LIU Hong-xin. A Research into the Strategy of Sports Sponsoring Marketing in China[J]. Journal of Huaihai Institute of Technology, 2006, 4(2): 61-63 |
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| Authors: | LIU Hong-xin |
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| Abstract: | This paper analyzes the sponsoring of market by sports.It holds that the strategy of sports sponsorship marketing in China should be as follows:the strategy should center around enterprises;we should construct an equal and efficient developer's market,form a brand consciousness,upgrade the quali- ty of sponsorship,regulate the sponsoring behavior,increase the pay-back rate and build a stable cadres' group.Only by doing these can we ensure a stable,rapid and healthy development of market sponsored by sports. |
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| Keywords: | sports sponsorship marketing strategy |
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