体育赞助营销策略研究——基于品牌形象转移理论

Research on Sports Sponsership Marketing——Based on the Theory of Brand Image Transfer

对体育事件品牌形象向赞助商品牌形象转移的原理进行了分析。研究发现,品牌形象转移是关联传播的结果,也是体育赞助营销管理的关键。企业可依据品牌形象转移的内在机制,参照BAV(品牌资产评价模型)的"差异性、关联性、尊重性与知识性"四个维度建设的要求,从"实施赞助规划、科学选择赛事、丰富赞助组合、整合关联传播"四个层面开展体育赞助营销管理。应该看到,体育赞助营销是一项战略性工程,只有将赞助商品牌与体育事件之间的关联升格为长久的关系,才能促使体育事件的品牌精神与文化内涵有机地转移到赞助商品牌形象之上。

By the methods of literature review and case analysis,the essay studies the principle of brand image transfer from that sports event to the sponsor.The paper finds that,the brand image transfer is not only the result of association communication,but also the key of the management strategy of sports sponsorship.With an profound analysis on the inner mechanism of brand image transfer,the sponsor can use such four important dimensions as differentiation,relation,esteem and knowledge of a brand with BAV model,to make a management about sports sponsorship,i.e.,to make a sponsorship planning,choose sports events scientifically,enrich mix of sponsorship,and integrate communication of relation.Sports sponsorship is a strategic project.It needs to change the relation exiting in sponsors and sports event into permanent relationship,which is very valuable to transfer sports spirit into the brand image of the sponsor.