体育赞助的目标细分与案例分析

Target Segments and Case Analysis of Sports Sponsorship

体育赞助是指企业与体育组织双方互换利益的商业行为。一个成功的体育赞助案例,即是一个有效地创造与维持企业竞争性优势的机制。运用文献资料法、案例分析法等研究方法,对体育赞助的目标细分及其案例进行了分析,以促进达成良好的体育赞助效果和共赢效应。研究结论:体育赞助的目标细分包括若干方面,诸如知名度目标、形象目标、销售目标、招待目标、员工士气提升目标、其他赞助商目标等,并引用大量体育赞助实践案例进行了深入阐释。

Sports sponsorship refers to the business practice of interest swap between companies and sports organizations. A successful sports sponsorship case is a mechanism which can effectively create and maintain enterprise competitive advantages. Using literature review, case study and other research methods, this paper analyzed the target segments and case study of sports sponsorship in order to facilitate the achievement of good results and win-win effects of sports sponsorship. The results showed that the target segments of ports sponsorship include several aspects, such as popularity target, image target, sales target, entertaining target, employee morale enhancement target, and other sponsors target and so on. Then, it made in-depth explanations about this, citing a large number of practice cases of sports sponsorship.