体育赞助中的寄生营销现象分析

Research On Ambush Marketing in Sports Sponsorship

如今,体育赞助极大地扩展了体育产业并越来越成为企业营销的一种新手段。但是,20世纪后期在体育赞助中广泛出现的寄生营销严重地损害了赞助商的利益,并进一步损害了体育产业的发展。通过分析寄生营销的定义和寄生营销广泛盛行的原因,提出了防范寄生营销的一些措施。

Sports sponsorship contributes more to the sports industry. Nowadays more and more enterprises see sports sponsorship as a new marketing instrument. The widely arisen ambush marketing in late 20th century, however, badly damage the interests of sponsor and, as a result, more damage to the development of sports industry. This paper examines the definition of ambush marketing and the reasons for the prevalence of ambush marketing. Some ways to prevent ambush marketing are provided in end.