河北省体育营销发展现状及对策分析

Analysis on the Present Situation and Countermeasures of Hebei Sports Marketing's Develpment

在简要介绍体育营销概念和发展历程的基础上,对河北省体育营销发展现状进行了调查和分析,认为河北省企业存在体育营销概念模糊、营销价值与品牌文化相矛盾、体育营销行为短期化、隐蔽营销实施不力、体育营销人才缺乏和省内体育市场资源开发不足等问题。最后分别从企业的认识和实践层面提出了河北省体育营销的发展对策。

Based on the general introduction of sports marketing concept and developmental course, this paper makes investigation and analysis on the present situation of Hebei sports marketing, and finds some problems that cover a lot of issues, such as fuzzy sports marketing concept, the contradiction between marketing value and brand culture, the short lived sport marketing behaviour, hiding poor marketing implementation, the shortage of talented people and sports market resources and so on. To solve those problems smoothly, the paper finally proposes the countermeasures for Hebei sports marketing from the perspective of firm＇s ideas and practice.