体育营销与珠江啤酒国际化发展战略

Sports marketing and strategies for the development of internationalization of Pearl River beer

对珠江啤酒体育营销实践存在的问题进行分析,并对珠江啤酒借助体育营销实施国际化战略的必要性、可行性作了论证,提出具体对策:夯实国际化基础,构建国际化体育营销网络体系;加快技术创新,提高产品国际竞争力;丰富体育营销的手段;加强体育营销的风险管理和危机公关;做好体育营销的效益评估;统筹规划,搞好整合营销。

The author analyzed problems existing in Pearl River beer sports marketing practice, demonstrated the necessity and feasibility of implementing strategies for the intemationalization of Pearl River beer by means of sports marketing, and put forward the following specific measures： solidify the foundation for internationalization; establish an internationalized sports marketing network system; speed up technical innovation; boost the international competitive power of the product; add sports marketing measures and means; strengthen sports marketing risk management and crisis handling; evaluate sports marketing effects; make plans in a unified way and carry out integrated marketing.