摘要
随着企业对体育赛事赞助热情的增长,隐性市场行为也随之而来。这种行为同时威胁到官方赞助商和赛事所有者的共同利益。主要讨论了隐性市场采用的主要策略以及如何有效规制隐性市场行为的发生。
As the corporate sponsorship of sports events has grown,so too has the practice of ambush marketing.This behavior reduces the effectiveness of the official sponsors` promotional efforts while simultaneously denying the activity owner potential revenue.This paper examine the main strategies employed by ambusher as well as counter strategies which corporate sponsor can use to protect their investment.
出处
《南京体育学院学报(社会科学版)》
2008年第3期30-33,共4页
Journal of Nanjing Institute of Physical Education
关键词
大型体育赛事
体育赞助
隐性市场
major sports events
sports sponsor
ambush marketing