基于品牌推广的企业体育营销策略分析

Analysis of Sports Operating Marketing Strategy Based on Corporation Branding Promotion

体育营销作为现在一种重要的营销手段,对公司产品的品牌推广有着无与伦比的作用。重大体育赛事具有高度的关注度,媒体参与报道的力度也是空前的,品牌曝光率往往因此发挥到最大化。部分企业在新产品的品牌推广时会借助体育营销来搭建一个高效率的载体,但同时这也是一个风险承担的过程。体育营销战略的制定是否契合企业的品牌推广和企业的整体营销模式,则需要我们进一步的分析和思考。

Sport Marketing is a marketing mode strategy which serves for the integral marketing strategy of corporation, which takes on the purpose of branding promotion, earricd by the sport activities, sports sponsor and famous sportsman. Comprehensive sports event with high density and deep-rooted level of audience attention gets unpredented report in the media. It maximizes the brand exposure. Some enterprises want to set up an efficient carrier to promote their products and brands by sports marketing, but it also exists risks. Therefore, we have to make a further analysis on the correspondence of sports marketing strategy with corporation branding promotion and integral marketing stralegy.