泉州市体育用品上市公司赞助营销策略的研究

A Study on the Sponsorship Strategy of some Listed Sports Companies in Quanzhou

采用文献资料法、比较分析法等,对4家体育用品企业的赞助营销策略进行比较分析。研究表明:安踏、361°、特步、匹克4家体育用品上市公司根据自身品牌定位和目标人群选定影响力大的体育赛事和体育组织进行赞助,并有针对性地对某个领域着重进行赞助。4家上市公司赞助营销策略虽不尽相同,但是与企业品牌形象匹配度高,能够积极树立自身品牌形象与特征,使赞助营销手段能够使消费者满足需求。提出明确企业品牌定位,匹配企业形象,赞助营销类型多样化和履行社会责任的赞助行为等既是发挥赞助营销效用的策略选择,也是提升企业品牌美誉度的有效手段。

Adopting methods of documents and Quanzhou＇ s four listed companies. The study comparative analysis, the paper makes a study of shows that ANTA, 361°, XTEP, PEAK sponsor big sports events and organizations based on their brand positioning and target population. The marketing strategies are different but serve to strengthen their unique brand image and build a connection between targeted consumers. Strategies like establishing brand targets, launching sponsorship which combines brand positioning and corporate image, social benefits promote marketing and brand reputation.