企业体育隐性营销产生的原因、种类及风险控制研究

The Contributing Factors and Classifications of Enterprise Sports Recessive Marketing and its Risk Control

在讨论体育隐性营销产生的原因和种类划分的基础上,采用文献分析和对比分析、归纳与演绎的研究方法提出并分析了企业体育隐性营销的利益链以及博弈关系,提出了预防及控制的策略,以及正视和合理应用体育隐性营销的相关措施。

On the basis of its cause and classification discussion, this paper proposes and analyzes the interests chain of enterprise sport recessive marketing and game relationship, with the methods of document analysis and inductive and deductive research. The paper also analyzes the identification and evaluation of sport recessive marketing risk, and accordingly proposes prevention and control strategy, and gains the implication that sport recessive marketing as an issue must be considered seriously and applied appropriately