摘要
市场经济社会,体育活动必然打上商品的烙印,也为体育营销提供了发展的空间。我国企业应该抓住当前有利的体育商机,选取适当的营销策略,提升企业的营销活动。同时,体育营销要着眼于公众和社会的利益,注重品牌形象的长期塑造。
In the circumstance of market economy, sport has branded itself as commodity, which provides the Sport Marketing with developing room. The enterprises in our country should take advantage of the sport opportunities and take the appropriate marketing strategies in order to improve their marketing. Meanwhile, the Sport Marketing should have the public and the society's benefits in mind, and pay attention to building the brand images for long.
出处
《山西师大体育学院学报》
2008年第3期70-72,76,共4页
Journal of Physical Education Institute of Shanxi Teachers University
关键词
体育营销
关系营销
形象代言
赞助
sport marketing
relation marketing
visual mouthpiece
sport sponsor