中国企业体育营销的现状和对策分析

An Analysis of the Current Situation and Recommendations for Domestic Enterprises to in Sports Marketing Strategy

现代奥运不仅是体育赛场,也是企业营销的决赛场,体育运动为企业构建了一个市场推广平台。2008年北京奥运会的举办将为我国的体育营销带来一个广阔的前景,我国的企业要珍惜此次商机,更新市场观念,培养体育市场,积极参与体育营销之中,利用体育盛事开展有特色有创意的系统化体育营销活动。企业成功地实施体育营销的几个关键因素:关联度、创造力、整合和持续性,结合我国企业目前实施体育营销的现状和问题,提出了我国企业在体育营销应该采取的对策。

Modern Olympics does not only refer to sports stadiums but also marketing fields. Sport Games build a marketing platform for many enterprises to take the opportunities. 2008 Beijing Olympic Games bolding bring a broad prospect for China＇s enterprises to cherish this business, update sports concept, fostering market. The Paper analyzes several key factors of sports marketing strategies which include relevancy, creativity, integration and consistency. Combing with the current situation and problems, the author offers some recommendations when domestic enterprises is using sports marketing strategies.