论基于社会责任的体育营销——以广州恒大体育发展为例

Sports Marketing Based on the Social Responsibility ——A case study of Guangzhou Evergrand sports aircraft carriers

采用文献资料法分析体育营销的现状。以"恒大"为个案法剖析了恒大"体育航空母舰"的发展历程,及其在培养体育后备人才、促进体育行业发展、支持国家体育事业和球员的发展,以及推动俱乐部运营专业化过程中所承担的社会责任。目前,我国体育营销以市场为主导,以企业经济效益为主要目标,却暗含着社会责任的缺失。因此,在进行体育营销时,要以社会责任为己任,兼顾国家利益和社会利益,建立职业化、专业化和国际化体育营销平台,推动体育事业发展。

This article uses literature methods to analyze the current situation of sports marketing, with ＂Hengda＂ as a case study of the development process of Hengda Sports Training Sports Reserve Talents in promoting the devel- opment of sports industry, sports and player support national development and promoting the professionalization process of club operations carried social responsibility. The main conclusion is ： China＇ s sports marketing is market -driven, economic efficiency -centred, but it implies a lack of social responsibility. The recommendation in- chudes： during sports marketing, we should take social responsibility, national interests and social interests, the es- tablishment of vocational, professional and international sports marketing platform to promote the development of sports.