阿联酋航空体育赞助的策略研究

Study on Strategy of Sports Sponsorship of Emirates

近年来,航空服务业发展缓慢、竞争激烈,阿联酋航空却能在同业中保持业绩快速增长,其独特的体育赞助营销也引起了广泛关注。本文从体育赞助的视角,利用文献研究法和实证分析法,与其他航空公司作比较,研究阿联酋航空体育赞助的内容与策略,发现其策略有:1)以多元化体育赞助区别于同行业企业;2)分布广泛的体育赞助与全球化业务发展相结合;3)赞助非奥运的高端体育活动策略;4)实施配套营销活动以最大化赞助效果。通过研究可知,阿联酋航空的体育赞助策略为其他实施体育赞助的企业提供了参考,可提出三点建议:1)赞助对象和企业战略方向相结合;2)树立长期赞助意识;3)开展和赞助有关的各项活动。

Despite the fact that aviation services in recent years have been facing slow development and intense competition, Emirates still maintains a rapid growth in the same industry. Its unique marketing of sports sponsorship has attracted wide attention. By comparing with other airline companies, this paper studies the content and strategy of sports sponsorship of Emirates from the view of sports sponsorship and with methods of literature and empirical analysis. Four strategies of Emirates can be summarized from this study ： 1 ） diversification of sports sponsorship; 2） wide -ranging sports sponsorship combined with globalization business; 3） sponsoring high level non -Olympic sports events; 4） implementation of corresponding marketing activities to maximize the effect of sponsorship. This research shows that Emirates provides a reference for other companies to implement sports sponsorship. Meanwhile, three suggestions can be put forward ： 1 ） combination of sponsorship target and corporate strategic objects; 2） establishment of consciousness of long- term sponsorship; 3） conduction of various related sponsorship activities.