基于“青奥会”平台的企业赞助营销的路径分析

Enterprise Sponsorship Marketing Path Analysis Based on the “The Youth Olympic Games” Platform

本文通过分析"青奥会"的创立与特点,对世界知名品牌的体育赞助策略进行整合与梳理,试图为中国企业借助"南京青奥会"进行体育赞助营销的路径进行分析与解读。最后,作者认为紧紧抓住"青少年"这个主要载体、创建"南京城市品牌"、支持南京群众体育发展,以及多渠道多媒介的宣传"青奥",才是中国企业应该主要考虑的赞助营销路径。

This paper, through the analysis of ＂establishment and characteristics of the Youth Olympic Games＂, sports sponsorship strategy on the world famous brand integration, tries to analyzes and interprets for Chinese en- terprises with ＂Nanjing Youth Olympic Games＂ for the sports sponsorship marketing strategy. Finally, the author firmly gasps the ＂Youth＂ of the main carrier, to create ＂Nanjing city brand＂, support the development of mass sports in Nanjing, as well as the channel and muhimedia propaganda ＂The Youth Olympic Games＂, is sponsored by the marketing strategy of Chinese enterprises.