摘要
借助定性研究方法,在简要梳理奥运会赞助相关知识的基础上,结合以往奥运赞助市场的个例以及北京奥运会部分国内赞助商的作为,依托于市场营销学中体验营销、管理学中资源基础观等相关理论知识,宏观层面地分析认为,国内赞助商在运作奥运赞助权时应从多处着手实现赞助价值,尤其要注意具体化赞助目标、实践资源观视角、关注为目标群体提供体验等方面。
By the method of qualitative research and based on the relative knowledge of olympic sponsorship, the paper analyzes the previous cases of Olympic sponsorship and the cases concerning the local sponsors of the Beijing Olympic Games according to the relative theories of experience marketing in marketing and the resource-based view in management science. The analysis at the macro-level shows that the local sponsors should do their best to realize the sponsorship value, to materialize their objects, taking resonrcebased view in practice and to provide experience for target groups.
出处
《体育科研》
CSSCI
2008年第5期47-49,共3页
Sport Science Research
关键词
奥运会
赞助
目标
资源
体验
the Olympic Games
sponsorship
target
resource
experience
