我国体育营销的特征分析与营销战略选择研究

Research on Characteristic Analysis and Strategy Selection for Sports Marketing in Our Country

目前我国已进入后奥运时期,如何加快体育营销步伐,积极开发企业、体育营销公司和传媒公司各方面的资源,进行横向整合,形成资源整合优势,是体育产业持续发展的关键。从体育营销的内涵入手,对我国体育营销的现状与特征进行了深入分析,并对我国企业如何选择体育营销战略提供了对策建议。

To has entered the end-Olympic period of china,the key that how to accelerate the pace of sports marketing,and actively develop enterprise,sports marketing firms and media companies in all aspects of the resources,to conduct horizontal integration,resource integration advantage to the sustainable development of the sports industry.In this paper,start with the connotation of sports marketing,for sports marketing in China Current Situation and characteristics analysis,and give some advice to Chinese enterprises to choose sports marketing strategy and the countermeasures.