体育组织营销赛事赞助研究

On the Sponsorship Countermeasures of Sports Organization Marketing Games

近年来,随着体育活动影响力的日益增长,对于体育活动的各类赞助,我国很多不同类别的知名厂商积极投入,特别是如果获得大型赛事或知名体育组织的认可,不仅能从侧面反映企业的实力,而且能更进一步提升企业产品的知名度和美誉度。因此,体育赛场也逐渐成为各类商家展示实力、较量品牌的竞技场。体育组织或赛事主办方要在科学发展观的指导下制定出相应的体育赛事赞助营销策略,如有针对性地选择赞助营销对象,制定个性化的赞助方案,积极培育赛事品牌,加强对体育赛事的宣传和推广,积极提高赞助回报的质量等。

In recent years,with the increase of sport activity influence,various famous manufacturers in China have participated actively in the various sponsorships of sports events.Particularly,if a company is granted authorization by large scale games or famous sport organizations,it can not only reflect,to certain extent,the strength of the company,but also upgrade the popularity and reputation of its products.Therefore,sports field is becoming competition field of displaying strength and competing brands.Sports organizations or hosts of sport games should make corresponding marketing strategies of sport games with the guide of scientific development view,such as choosing sponsorship marketing objects,making customized sponsorship proposals,actively cultivating sport brands,intensifying publicity and promotion of sport events and actively improving the quality of sponsorship returns.