营销与推广:体育赞助营销的致胜之本——体育赞助营销概念新解

Marketing and Promotion: the Source of a Successful Marketing of the Sports Sponsorship——A New Interpretation of the Sports Sponsorship Marketing

长期以来,理论层面上"体育赞助""体育营销"以及"体育赞助营销"等概念含混不清,实践中宣传引导也有偏颇,不少企业因营销管理观念和行为上的误解而在体育赞助之后血本无归。研究认为:体育营销包括"体育组织体育营销"和"企业组织体育营销"两个相互关联又截然不同的概念,两者在营销内容、目标方面有着根本区别;"体育赞助"是企业最欢迎、应用最广泛的体育营销形式,企业通过体育赞助获得的只是一种现实权利与机会利益;"体育赞助营销"是"体育赞助"的延伸和升华,有效的营销与推广是赞助的致胜之本,赞助商必须充分利用这种现实权利进行广泛的营销推广活动,实现与消费者的有效沟通,才有可能把这种机会利益变成实际利益。

For a long time,theoretically,concepts of sports sponsorship,sports marketing and sports sponsorship marketing are ambiguous with propaganda guidance being biased more often than not. Furthermore,misunderstandings in marketing management and behavioral performance lead many companies to go bankrupt after sponsorship is established. This research reveals that sport marketing incorporated marketing of sports organizations and enterprise sports,two very different types of marketing being intertwined with each other. Fundamental difference between marketing content and target run through the two types of marketing with the former being the most popular and the most widely used form of sports marketing. Many companies only achieve real rights and opportunity interests through sports sponsorship. Sports sponsorship marketing is the extension and sublimation of sports sponsorship. Effective marketing and promotion are the very policy to be winner of sponsorship. The sponsor must use the real right of a wide range of marketing activities to achieve effective communication with customers. Only in this way,can this opportunity interests be changed into some benefits tangible.