体育营销提升企业品牌资产作用机制及策略研究

The Mechanism and Tactics of Sports Marketing in Promoting Brand Assets

体育走入市场,使体育营销成为营销领域中一个新的分支。体育营销堪称21世纪最有效的市场推广工具之一,各行各业已认同体育营销对达成商业目标的效用。分析体育营销提升企业品牌资产价值的作用机制,首先简析体育营销观念的演进与形成,界定体育营销的合理内涵,进而探讨体育营销对企业品牌资产提升的作用机制,最后提出基于体育营销的企业品牌资产提升策略。

Sports marketing can be rated as one of the most valid marketing tools in 21st century. All trades and professions admit the utility of sports marketing to reach commercial goal already. This paper analyzed the brand grow up mechanism based on sports marketing. Firstly, it defined the rational implication of sports marketing, and then it probed into the function mechanism between brand strategy and sports marketing. Finally it put forward into brand grow up tactics based on sports marketing.