大型体育赛事赞助对品牌的影响研究-2——李宁集团赞助营销策略

Research on Brand Impact of Sports Event(Ⅱ)

大型体育赛事商业赞助对品牌的影响是我国近年来体育研究新领域,同时又是新兴体育品牌走向国内外市场的必然途径。以我国著名体育品牌——"李宁"为个案,以文献、问卷、访谈等方法对李宁品牌20余年的大型体育赛事商业赞助经历进行深度研究,认为虽然"李宁"有着与生俱来的体育营销"基因",但"发挥优势、避免劣势、把握机会、降低威胁"原则贯穿于品牌成长的全过程,以消费者导向为主的赞助策略,使"李宁"从国内走向国际,本研究建议"李宁"在适当时间启用供应链及竞争对手导向的商业赞助,从而让体育赞助资源成为战略优势。

Researching on brand impact of sports event is not one of new recent areas but an unavoidable way to both domestic and international markets for a new enterprise in China. By means of literature and interview, and a case study of Lining＇ s sponsorship to sports events for about 20 years, the most popular figure of sports brand of China, was done. It is suggested that a marketing principle of ＂taking advantage, voiding weakness, grabbing opportunities and decreasing threats＂ could be seen throughout all process of Lining, ＂consumer - oriented＂ sponsorship made Lining from popular domestically to more popular internationally though it possesses marketing ＂gene＂ since it was born. However, a sponsorship of supplying chain and competitor - oriented strategy which could make sport sponsorship a strategic advantage could be taken into consideration.